Before & After: Whitstable Bay
by Diane Lindquist on 09/19/2013 | 2 Minute Read
JDO Brand Design & Innovation were briefed to make Whitstable Bay a umbrella brand extension and in particular to develop the ontrade opportunity. The creative team was asked to retain the premium nature of the brand whilst moving it to a more contemporary positioning that would appeal to both trade customers and end consumers.
Whitstable Bay is currently sold as premium ale in cask and as organic ale in bottle form. The new range comprises; pale ale in cask, keg and bottle; a blonde lager in keg and bottle and an organic ale in bottle form. Further beer styles and additional packaging options will follow in the autumn.
The resulting design is clean and fresh and includes a modern sketch of an oyster dredger bringing both vitality and craftsmanship to an already existing brand icon. The colour palette is based on colours that you might expect to find on the British coast – soft pale blues, sunshine orange and sage green, contrasting with black typography to help distinguish the brand in a bar environment. The traditional script lettering has gone. Instead, an asymmetric quirkiness and a polished metallic finish have been introduced bringing the brand firmly up to date.
“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.” - Velda Croot, Business Development Manager at JDO
Designed by JDO Brand Design & Innovation, Kent, UK
Before & After