Left to right, Rob Orton, brewing team leader, Roger Ryman, head brewer and Jeremy Mitchell, marketing and communications director, with the new-look St Austell Brewery bottles
A new look for St Austell Brewery’s bottled beers has been unveiled, with revamped bottles of Tribute, Korev and Proper Job appearing first. Other permanent beers in the brewery’s range will be launched in the coming weeks.
As well as bold changes to the labels which celebrate St Austell Brewery’s knowledge, innovation and heritage, the beers are also in new shape 500ml bottles designed specifically for the award-winning Cornish company. The bottle is taller, and the most eagle-eyed will notice that ‘St Austell’ is embossed around the neck.
St Austell Brewery is one of Cornwall’s oldest businesses and the new lightweight bottles celebrate the company’s rich history.
Marketing and communications director, Jeremy Mitchell, said: “As part of the design process, we looked at the brewery’s history and wanted to celebrate what makes St Austell Brewery so unique. To help create standout, the new branding encapsulates all the attributes that we’re proud of: passion, heritage, independence and quality ingredients.
“To create stronger shelf presence, the new bottles are higher, and each beer has a bespoke label around the top which alludes to the characteristics of the brand. The bottles celebrate our history at the same time as carrying a bold new contemporary look.”
After a competitive pitch, Brighton-based CookChick was appointed as the lead design agency to undertake the brand and packaging overhaul.
Lee Cook, director of CookChick, said: “This has been a really great project for us to be involved with. St Austell Brewery is fiercely proud of its Cornish origins and brewing history — and quite rightly so. Our approach was to galvanise this knowledge and integrity and bring out a more innovative approach on the new labels. We’re thrilled with the end result.”
The overhaul of the bottles follows the launch of the biggest ever marketing campaign for flagship beer Tribute. Launched this summer, and designed to bring to life the brand’s strong provenance and taste credentials, all activity communicates the proposition ‘Quality that speaks for itself’.