Detour Pale Ale

For the past 25 years West Berkshire Brewery has made a name for itself merging tradition with ambition. And while its long-established traditional portfolio was performing well, the brewery wanted to rethink its more modern craft range to gain a stronger competitive edge. In the first of many projects with West Berkshire Brewery, we were tasked with naming and branding a pale ale which could compete against the best at bar. First, in order to appeal to a younger demographic, we turned down the traditional tones by moving to a West Berkshire Brewery endorsed range. This allowed us more leeway to dial up the personality and proposition of each beer in the modern range. Next we found the name and story. Having a pint is all about slowing down, pausing and enjoying the moment, which led us to ‘Detour’. The playful brand uses simplified signs to point you in the wrong (but oh so right) direction.