Tuesday, April 21, 2015

Rebranding Elland Brewery's pumpclips

On my recently brew day visit to Elland Brewery I discovered the whys and wherefores about the recent rebranding of their fantastic range of beers. 
Despite retaining the distinctive shape of their pumpclips over the years there have been many varied and quirky designs. 
It has been noted that some were too individualistic and it was time to simplify the brand to uniformity. 
There was a need to make the clips less busy and communicate with the customer clearly to ensure easy and immediate identification by pub customers when reaching the bar to make a choice.
The shape has been retained but softened with rounded corners. 
Five key points are now quite evident across the range: the Brewery; the beer strength (ABV); the beer colour; the beer type (brief description); and the beer name. 
This uniformity should lead to the brand becoming far more recognizable and hopefully appealing to both traditional and new customers including the newer generation of cask ale drinkers.And where did the launch of the rebranding take place? At The Junction in Castleford of course and all in the wood. Nine pumps were in action but not for long as six were soon drunk dry very rapidly. BFH

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