Peculier IPA is the latest creation from our particularly Peculier range of beers that we have designed for Theakston Brewery. The Peculier of Masham, which is where the Brewery is based, dates back to medieval times and was the inspiration for Old Peculier which was first brewed by Theakston’s in the nineteenth century. we have been responsible for developing the Peculier brand for over two decades and Peculier IPA is one of our latest range extensions.

The brand design builds on its unique positioning in the beer market, the name is iconic and ubiquitous and Old Peculier has a huge global following, it was essential to build on the brand’s equity and extend its reach to a wider market. The gilded hop design perfectly complements the range identity, whilst also both highlighting the Brewery’s contemporary craft credentials and continuing to premiumise the range. Peculier IPA has helped deliver over 30% sales growth across both the off-trade and on-trade.

“In our 200-year history, the Peculier brand has remained prized and protected so it was no mean feat to create a brand worthy of this name. We truly believe this IPA has earned its right to be deemed Peculier.”

We are the UK’s leading beer brand specialist, with over 170 global design awards – you can get in touch with the team here.