The Making of Monterey

Monterey, a sessionable California pale ale, was a Bath Ales owned brand yet to unleash its full potential. Having sat on Bath Ales’ assets list underneath a discontinued parent brand, its accessible palette presented the opportunity to appeal to a broader audience. The right branding, paired with Bath Ales’ endorsement, could be a bridge into Bath Ales for a younger demographic as well as a bridge into craft for their more traditional drinkers.

California Dreaming

With a name like Monterey to work with, we wanted to take people straight to West Coast America. By tapping into the laid back California vibe, we set out to position Monterey as an easy-going, easy-drinking pale ale. Delving deep into surf culture we created a sun soaked brand. By pairing clean, characterful Californian inspired type with a mellow colour palette, we captured the idea of lazy days spent watching the sun melt into the sea on Monterey bay.

Easy-going, easy-drinking pale ale

Fresh and fun secondary assets continued the surfer vibe across multiple brand touchpoints. Bar runners and glassware highlighted key tasting notes, while customised fonts inspired by surf shacks created strong stand out at bar.