Awakening a sleeping giant brewery for a new craft beer age
Introducing Renegade Brewery. Reinvented for new growth audiences, we created a range of characters and a new positioning of being the most interesting storyteller in the room.
The Concept
The Impact
Working with K&S has been a joy, effortless and great fun and together we have created a strong brand that in time will grow into a household name.
We are making great progress with our new brands so much so that the volumes of our own brands sold are twice this summer 2023 than they were last year summer 2022.
Ian Rogers, Managing Director, Renegade Brewery
Positive Change
Incoming MD, Ian Rogers (founder of Wychwood Brewery and Hobgoblin) came to us with his thoughts about a range of characters with a backstory who could lead the charge for their own craft beer products. He asked us to help shape this into a clear positioning and identity that his brewery team could get behind.
After a discovery workshop with the team and strategy development, we identified a simple positioning that allowed us to build from the brewery’s heritage products, introduce new products and be distinctive. We wanted to be the most interesting storyteller in the room… and that’s the person with the most stories to share in the most exciting way. Whether it be their traditional cask ales or unique craft beer, they were always doing things their way, with their own narrative, creating beers with stories and imagination.
We wanted a brand identity that encapsulated new beginnings, our Yattendon Forest location and their green carbon reducing credentials. Their logo has bespoke typeface, a leaf representing the forest and our green commitment and an ouroboros, a symbol of a serpent eating its own tail representing a fresh start.
The new craft beer brands are represented by a group of renegades, misfits and adventurers who have escaped the realities of the real world to live a simpler, greener life in the Yattendon forest. We helped shape these stories, the overarching messaging and tone of voice as well as and worked with illustrator Luke Belcarski in bringing them to life on packaging, merchandise, POS and sales tools.
We wanted a stand-out Renegade Brewery look that when you saw the beer cans out of the corner of your eye you knew instantly that they were part of the Renegade stable, they have their own character, they stand out from the crowd and your alter-ego makes you try the beer to see if it tastes as good as it looks. The Craft beer market in the off-trade is all cans and the competition tend to be bright, vibrant and a mass of colour, our Renegade cans stand out from the crowd, they are matt black, characterful and uber cool.
Ian Rogers, MD, Renegade Brewery
