Growler brewery has revealed its new identity with JDO Brand Design & Innovation, as well as a redesign of its portfolio of house beers: Old Growler, Growler Bitter, Umbel, Lemon Head and Essex Border.
The agency was tasked with creating a cohesive identity with lots of character, while ‘capturing personalities and injecting a degree of irreverence into the individual house ale brands’.
‘Old Growler’ – a British bulldog who has become synonymous with the beer and the brewery – is the focus of the new identity, with a bowler hat also featuring on all varieties.
Nicky Parr, design director at JDO, said: “The bulldog is the guy we all engage with and who encapsulates the spirit and attitude of the brewery. We’ve evolved this loveable dog by giving him more personality, and imbuing him with a quirky sense of fun which makes him more accessible to younger drinkers. As a key brand equity, he’s now the ‘umbrella’ icon which links the brewery and the beers with a subtle brand glue and just a little bit of ‘tongue-in-cheek humour.”
The new identity will begin to appear on shelf from today.
Rob Flanagan, managing director of the brewery, said: “We wanted the new identity to reflect the culture of the brewery, Growler Brewery is a mature business but we are young guys with plenty of energy and imagination. We take the craft of brewing very seriously but not ourselves, and we wanted the branding to reflect the coming together of these qualities.
“JDO have really captured the spirit and humour of Growler and have produced a
great piece of British branding.”