The brand revamp comes as Robinsons prepares for its biggest pub investment commitment to date, which includes fresh signage throughout the estate to reflect the sleek new look and, over the coming months, new pumpclips, bottle labels, merchandise and literature, together with a newly designed corporate website.
Darren Scott, founder and creative partner of Truth, said: “We have modernised, refined and simplified the brand mark to be bolder, more dynamic and future proofed. Robinsons’ re-branding is distinctive without detracting from the unicorn motif, which has formed the backbone of their respected lineage and represents all the company stands for as an independent family brewer.
“Likewise, we felt copper was a key ingredient in the Robinsons brand recipe. The material is historically intertwined with the craft of brewing and beer, as well as having a strong presence throughout Robinsons’ Visitor Centre, including a reconditioned copper vessel which served the brewery for more than 80 years.”
Oliver Robinson, joint managing director (beer division) of the family brewer, said: “We have a wonderful tradition of strong brand identity that stems over the last 176 plus years. As custodians of our family business we have reached a point to move forward with its development and in doing so take a tighter control of our image, how we portray ourselves and importantly our tone of voice.
“Following heavy investment in our pubs, brewery and beers, we felt it was the perfect time to brew a new look and redefine our positioning.”