Innovation Shepherd Neame Creative

Shepherd Neame turns to its history for Master Brew brand refresh


By Gillian West | Social media manager

February 24, 2015 | 2 min read

Kent-based brewery Shepherd Neame has continued its partnership with JDO Brand Design & Innovation, this time refreshing its Master Brew ale brand.

Tasked with updating and modernising the design, the new look from JDO celebrates the brand’s heritage as the ‘Original Kentish Ale’ and draws inspiration from the Shepherd Neame archive.

The design features a photograph from 1905 of hop-pickers at Shepherd Neame’s hop farm, Queen Court, and also references Faversham as ‘The Home of the Hop’, acknowledging the town’s position as a world-centre for hop growing.

“This is an exciting time for the Master Brew brand. The new design is clean and confident allowing us to appeal to a new generation of ale drinkers without alienating our very loyal existing customer base,” commented Mark Miller, head of brand marketing at Shepherd Neame.

Malcolm Phipps, senior designer at JDO, added: “We wanted to improve and elevate Master Brew’s image and transform the brand with a new smart, contemporary look and feel that draws inspiration and design elements from its history. The new presentation remains very much the ale from Kent with ‘The Home of the Hop’ copy serving to remind consumers of its provenance.”

Master Brew is available on cask and in 500ml bottles across pubs, bars and off licenses throughout the south east of England.

Innovation Shepherd Neame Creative

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JDO Brand Design & Innovation

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

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