Shepherd Neame Drum News UK

Shepherd Neame expands its Whitstable Bay beer range with JDO


By Gillian West | Social media manager

July 12, 2013 | 2 min read

Shepherd Neame has unveiled its new-look beer range Whitstable Bay sold as premium ale in cask and as organic ale in bottle form.

Shepherd Neame worked with JDO Brand Design & Innovation on the brand extension, tasking the agency with retaining the premium nature of the brand whilst moving it to a more contemporary positioning that would appeal to both trade customers and end consumers.

The new-look range comprises of pale ale in cask, keg and bottle, a blonde lager in a key and bottle, and organic ale in bottle form, with further beer styles and additional packaging to follow in the autumn.

JDO created a clean and fresh design which includes a modern sketch of an oyster dredger in a bid to bring both vitality and craftsmanship to an existing brand icon. The colour palette has been inspired by the British coast with contrasting black typography to help distinguish the brand in a bar environment. The brand has been brought up to date by removing the script lettering replacing it with an asymmetric quirkiness and polished metallic finish.

“JDO’s new designs for Whitstable Bay mean that we can expand the range and drive the brand forward for its next phase of development,” commented Mark Miller, marketing manager at Shepherd Neame.

The tasting notes for Whitstable Bay have also moved from the traditional Shepherd Neame house style to sit under the new ‘Faversham Steam Brewery’ brand, the strapline of the brewery back in the 18th century. A silhouette drawing of the steam brewery sits on the neck label of the new range.

Business development manager at JDO, Veldo Croot, added: “The Whitstable Bay brand was originally launched ten years ago and was in need of development. With the rise in popularity of the town of Whitstable and the increase in consumer demand for stylish, high quality beers, it was the right time to revisit the brand. It is now much more in tune with the modern beer drinker.”

Shepherd Neame Drum News UK

Content created with:

JDO Brand Design & Innovation

Brand & Packaging Design Agency | Specialising in Packaging Design, Innovation, 3D & Product Design, Brand & Corporate Identity.

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