The challenge

Following huge success in its homeland of the Lake District, Marston's Brewery wanted to build on growing demand across the country for their newly acquired Wainwright Golden Beer. Embarking on its mission to become the nation's favourite golden beer, we were briefed to rebrand Wainwright with a fresh, modern style, whilst paying homage to its namesake, Alfred Wainwright, famous for his series of illustrated books on the Lakes.

The solution

Wainwright has a strong regional following and we needed to capitalise on this. We modernised the brand by focusing less on Alfred Wainwright himself and more on what inspired him most – the challenge of reaching that highest peak – and the sense of satisfaction that endeavour brings. By creating a distinct and ownable shape, we added energy and movement to the brand, and encapsulated Wainwright's love of the mountains with an illustration created in the style of his own sketches. A simple colour palette of white, gold, black and red perfectly reflects the refreshing character of the product. Re-launched in 2016 with the new identity, Wainwright's has recently been awarded a DBA Design Effectiveness Award for the uplift in sales generated by the redesign.