OPPORTUNITY
A Storm is Brewing
For people in the brewing industry Timothy Taylors stands at the top of both brewing quality and expertise. “People will travel miles for a pint of Timothy Taylors” and it’s true. The brewery has respect from peers and passion from drinkers. The brief was to create the same desire in younger drinkers without creating yet another craft beer.
CHALLENGE
Weather Warning
The brewers unleashed a triple-hopped pale ale, a cyclone of tropical refreshment with flavours of mandarin, mango and passion-fruit. The brand had to be confident on both bar and shelf allowing a new, fresh and younger tone of voice to work in the portfolio.
DESIGN
Strike Thirst
We picked an orange that shouted out from the bar and created a single lightning bolt that symbolised a hit of taste. The master brand’s Golden promised barley was also hit by the storm and is blown in the storm. A crisp, clean impactful brand…. just like the ale itself.
OUTCOME
Keep Restless
The results have been amazing with a national spread of on trade outlets stocking the keg product and Punch pub group reporting back that it was their most successful ‘craft tap’ promotion of summer 2022. Praise indeed as the ‘modern pale’ keg segment of the beer market is fiercely competitive. New branding will be rolled into the on-trade spring 2023 ahead of ‘The storm has landed’ advertising and promotional activity to raise awareness and support the drive for more stockists. Success has been achieved in the off trade also with listings for the 440ml can secured in Waitrose and Sainsbury’s from March and Morrisons from July 2023.
