Whitstable Bay, Shepherd Neame’s Iconic Coastal Beer

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VBI
Packaging

Bringing new energy to the most recognisable collection from Britain’s oldest brewery.

Whitstable Bay has long been a staple of the Shepherd Neame portfolio – a laid-back, coastal beer with deep ties to place. But after more than a decade on shelves and taps, it was time for a fresh perspective.

The brief: keep the essence of Whitstable Bay intact, but evolve it for today’s drinkers. That meant refining the story, sharpening the visual brand identity, and bringing more standout to every touchpoint – from the bar to the bottle.

At the heart of the redesign is a bespoke illustration that brings the town’s maritime character to life. The Old Neptune, Whitstable’s shoreline landmark, anchors the composition – joined by a sailing barge and classic yawl that nod to the town’s proud nautical heritage.

To inject energy and youth, we introduced a brighter, more expressive colour palette inspired by Whitstable’s iconic beach huts. Blue and white deckchair stripes carry that familiar seaside feel across formats, creating continuity between pack, pump and glassware — and giving the range fresh standout across the board.

Heritage, modernised. Brand, revitalised.

This redesign elevates one of Shepherd Neame’s most beloved collections – giving Whitstable Bay a confident new voice while protecting everything that made it special.
And for us, it’s proof of what happens when design, storytelling and brand world thinking come together with craft and conviction.

“Whitstable Bay has always captured the character and charm of the Kent coast, and this redesign brings that spirit to life in a bold, contemporary way – ensuring it remains as fresh and relevant today as when it first launched. In partnership with Thirst, we’ve developed a new identity that celebrates our heritage while connecting with a new generation of drinkers.”
– Kathryn Tye, Director of Marketing and Communications, Shepherd Neame