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Liberation Brewing Co.

True Island Character

Liberation Brewery came to us with a huge job that included the creation of a brand world and overhaul of the brewery, pub/bar/restaurant, wholesaler and shop identities, which had all become very disparate. It also required a complete redesign of Liberation beers. The objective was to bring the brand up to date.

Fundamental to the process was developing a distinctive brand positioning that would encompass all facets of the business, from brewing to retail, and could represent the whole of the Channel Islands. Three things informed our strategy: one, the history of the Channel Islands – how each island is fiercely independent, with its own quirks and in-built resilience; two, the brewing team with their decades of experience had lost none of their passion for brewing top quality craft beer their way; and three, it was apparent that Liberation’s welcoming pubs and bars are still an important part of Channel Island life.

We developed the brand idea and strapline, ‘True Island Character’ to reflect the islands’ independent spirit, quirks, resilience and sense of community and how the Liberation brewery is a product of its environment – from its characterful local beers, to characterful local pubs and bars, each with their own distinct personalities and idiosyncrasies.

We created a bold and contemporary visual identity with the Channel Islands at the fore. The broader brand world features a quirky, illustrative seascape that brings iconic landmarks from the four main islands together in the same vista.

In a place where each island doggedly does its own thing, we gave Liberation the foundations to do the same. We built a brand that enables it to be diverse, distinctive and proud to fly the flag for the Channel Islands.


liberationgroup.com

Categories:

Rebrand / Brand Strategy / Brand World / Packaging Design / Drinks Branding

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