A new craft beer in cold town
LocationEdinburgh, United Kingdom
DeliverablesNaming, Brand Story, Positioning, Identity, Packaging, POS
Our client—based in the notoriously chilly city of Edinburgh—wanted to launch a new craft beer in the UK and came to us to develop the positioning, name and brand for their new venture. There was just one problem; how to cut through the cluttered craft beer market in the UK.
With over 2,000 breweries in the UK, the category has never been busier. The shelves and bars are swamped with wild names and abstract illustrations to decode, so much so that consumers who come to the category looking for choice can often end up feeling paralysed by it. With our single-minded positioning, we wanted to silence the noise through strong simplicity; we wanted to call a beer a beer.
“From the first week of launch, Cold Town Beer rocketed to a top three sales position (within a wide category) across all on trade sites, becoming the top selling beer in a third of the venues. Having smashed already ambitious sales projections, we had to increase capacity within six months to meet demand.”
Louise MacLean | Director of Sales & Marketing
Inspired by a contemporary interpretation of Edinburgh’s ‘Calton’ Hill which literally means ‘Cald Toun’ in old Scots, Cold Town Beer was born. A clean, striking system brought powerful stand out and range navigation, while the snow flake asterisk provided a strong brand device both on and off pack. To continue to keep things simple, the can is two faced, introducing single word beer descriptors at its heart to prompt and help consumer choice.
Our brand and tone of voice scales seamlessly off pack and into the brewery, brewpub, merchandise, glassware, vehicle livery and beyond...