Repositioning an iconic brand to create growth
Theakston already had brand equity with its core, more traditional drinkers, however a new category had been created - craft beer - and it was dominating the market. The sector became flooded with new brewers and brands, all competing for the same space on bar and on shelf. Moreover, Theakston realised at this point they needed to consider developing their brand offering to reflect the new market they were operating in - they didn't want to be seen as 'dad dancing'.
Repositioning the flagship brand
Theakston had spent almost two centuries building its reputation and developing a strong market following as a brewer of authentic and traditional ales of exceptional quality. We worked on the brand hierarchy to ensure that the Peculier name was hero and the brand colours were consistently applied, especially the gold. The typography was carefully developed in the Peculier style.
Peculier brand extensions
The range extensions and brand designs were a careful balancing act – they had to build on Old Peculier’s brand integrity and equity whilst also being both contemporary and premium – appealing to both the new wave craft drinkers and the beer traditionalists. This way of thinking allowed Nowt Peculier to thrive in the no/low beer category and for Spirit of Old Peculier to launch into the premium spirits category.
Core beer range
As well as working on brand hierarchy for the flagship Peculier range, we helped develop Theakston’s range of core beers to keep up with the changing market. Impactful POS branding and packaging was created for a strong brand presence on bar, and in off-trade channels.
Contemporary craft development
A new range of craft beer designs were developed to keep up with the growing demand and competition from craft brewers and drinkers. This built on Theakston’s reputation, continuing to develop a strong market following as a brewer of authentic and traditional ales of exceptional quality.
Seasonal branding
To appeal further to the new, younger drinkers, Theakston has also introduced some seasonal products and, through name generation, POS branding and packaging, they’ve created fresh and contemporary products which have strong on-bar brand presence as well as in off-trade channels.
We have for many years entrusted the design brief of our company’s brands, including the renowned Theakston Old Peculier, to WPA Pinfold. Their work is consistently outstanding and has helped propel our beers to success throughout the UK and overseas.
T&R Theakston
