Bermondsey-based Fourpure Brewing Co is rebranding this month, in a project managed by its in-house brand and design team.
The packaging unifies Foupure’s current range while introducing new products. The core range has expanded from four to eight beers, with Shapeshifter West Coast IPA, Juicebox Citrus IPA, and Easy Peeler Session receiving a facelift. New additions Lost at Sea Maple Imperial Stout and Monsoon Juicy Pale (draught only) are for the export and London-direct markets.
Fourpure stalwarts Session IPA, Pilsner, and Oatmeal Stout have become Hemisphere Session IPA, Basecamp Pilsner, and Last Train Oatmeal Stout.
Adrian Lugg, head of marketing at Fourpure, said: “I think we’ve succeeded in creating something that perfectly captures Fourpure’s character. Although our previous branding served us well over an incredibly successful six years for the brewery, we wanted to invest in a rebrand that represents where the craft beer movement is at now.
“Playing on Fourpure’s well established association with adventure, the new design really stands out on the shelf and at the bar, with eye-catching packaging that captures customers’ imaginations.
“Our new runway brand device and adventure inspired logo are present throughout the range, creating a slick, clean, unifying theme that will be instantly recognisable to our customers.”
The rebrand comes off the back of a successful launch of the brewery’s new Basecamp taproom earlier this summer, showcasing the new branding as part of the brewery’s broader marketing strategy to enhance the customer experience and engage with fans in situ.
The taproom encompasses Fourpure’s ‘Inspired by Adventure’ theme throughout, with a 12ft mural forming the backdrop of its ‘departure lounge’, a purpose-built meeting room called the Treehouse with full floor-to-ceiling glass walls, and a 43-tap horseshoe bar with new glassware.