Beyond the beer: a new chapter for a storied beer brand

THE CHALLENGE WE TOOK ON

From their beginnings brewing in Southwold in 1872, Adnams have grown and expanded into a successful, multi-faceted business. They now boast a distillery, hotels, pubs, retail outlets, tours and experiences alongside their popular pints.

But the flipside of their progress was that the brand became fragmented.

 

Reimagining a fragmented brand with a 150-year history

Creating new brand values, tone of voice and visual identity

Modifying our rebranding plans on the fly in response to the global pandemic

DISCOVER

Our first step was to understand the business inside and out. So we listened to Adnams’ audiences, analysed the market and interviewed members of their team.

It quickly became clear that not only did Adnams have a rich heritage, they also had a really strong sense of place. With a future focus and lots of innovations in the pipeline, they had gallons of great stories to tell about their work.

DEFINE

Adnams are committed to doing the right thing by their products, customers, community and the environment. They respect the coastline they call home and show this through action – from supporting grassroots organisations to leading the way in sustainable production. They’ve even been awarded the Queen’s Award for Enterprise.

There’s a lot to be proud of, so we wanted to create a brand that led on their sustainability efforts and coastal heritage – while engaging employees and showcasing Adnams’ superior products.

 

DEVELOP

Once we’d developed a proposition and brand values, we let our creative team loose to craft a refreshing visual identity and tone of voice for Adnams.

With the coast as a creative focus, we used breathtaking, boundless views of the Suffolk coast to reflect Adnams’ pioneering spirit. We also created templates for social, email and sales to support Adnams’ high turnaround, making the process even more efficient.

 

DEPLOY

With a beautiful new brand ready to launch, nothing could stop us… apart from a global pandemic.

After a quick change of strategy and revised media plan, we targeted Adnams’ core consumer base across East Anglia and London through digital marketing, VOD and digital OOH in supermarkets.

 

MORE WORK

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Why and how we changed our agency proposition based on genuine customer understanding.

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By understanding the ‘purchase to delivery’ journey, we created a roadmap for growth.

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Putting 'purchase to delivery' in the hot seat

By understanding the customer journey, we created a roadmap for growth.

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