Keeping Relevant in a Raucous Category
With the pace of change and the proliferation of competitors, craft brewery years can often feel like dog years, and at 13 years old Thornbridge Brewery was facing a midlife challenge. Having been one of the trailblazers of the craft beer movement, their brand now needed to evolve as they moved into canning beer. They needed a design that could keep relevance in order to grow in line with their ambitions.
Working with Thirst was an absolute pleasure. Creatively they were superb and totally understood our heritage, this transferred into can designs which have quickly become the envy of other breweries and the must buy can of the consumer.
We are a Brewery that has been based on innovation over the years, however, when the concepts were delivered by Thirst I was reminded of a quote by Coco Chanel “One cannot be forever innovating. I want to create classics” – I truly believe that we now have modern classics in beer can design.
Back to the Start
To uncover the story behind their existing assets, we returned to Thornbridge’s home; the beautiful Thornbridge Hall. Pattern was a core part of Thornbridge’s brand, but the existing motif felt too unrefined and generic. While walking the grounds and corridors of the Hall, we found inspiration in the decorative detail of the main fire’s mantelpiece and converted this into a premium pattern.
Timeless not Transient
Kicking off the project with a tour of supermarket shelves, it was clear Thornbridge needed to monopolise on their ‘recent heritage’ to stand strong in the face of wild, young craft breweries. By rationalising and leveraging their long established equities we set out to confirm Thornbridge as the beacons of British brewing.
Merging Old and New to Restore Relevance
By merging Thornbridge’s classic monogram and bold colour palettes with this new bespoke pattern, we borrowed the visual language of other classic British brands. Simple, sophisticated and stand out, this rebrand allowed Thornbridge to age gracefully and successfully.