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Historic pub chain set for new brand identity after Thinking Juice hire

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By Seb Joseph, News editor

February 1, 2016 | 2 min read

Historic pub chain Nicholson’s is set to shakeup its branding after appointing creative shop Thinking Juice.

The agency beat off eight other agencies to land the project, which will include developing a new brand, revamping its online strategy as well as overseeing app updates. The changes will be rolled out across the chain, which is owned by Mitchell & Butler’s, from March.

The hire comes at an interesting time for pub chains, which have been trying to reinvent themselves as destinations that cater to families and offer food as well as non-alcoholic drinks. Brewers Fayre went through a substantial revamp in 2014 to appeal to a broader set of people.

The activity will dovetail with the work the Pubco is doing with the cross-industry campaign There’s a Beer for That. The initiative received a £5m funding boost last month off the back of its efforts last year to rignite the nation’s love of beer.

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