Design Bridge’s radical overhaul of Adnams’ brand identity in 1999 has been followed by the launch this month of two bottled and canned beers: Broadside Original and Suffolk Strong Bitter. The consultancy has extended its identity work across graphics for the new labels and can, and used the Adnams logo in a sweeping curve. Inspiration for the tall, elegant bottle, which also features a branded neck label, apparently came from a 1920s Adnams bottle and a weathered piece of glass found on Southwold beach. ‘It’s one of the most exciting pieces of packaging design our industry has seen,’ enthuses Adnams chairman Simon Loftus.
With both undergoing considerable image changes and integrating new digital tools over the past few years, Design Week explores the mission of bringing heritage organisations into the present day for
The project, which centres around an updated “WB” shield, aims to lay the groundwork for the company’s future ahead of its centenary in 2023.
The updated international logo is a “true reflection of the Dutch mentality” and is central to a brand strategy based around openness, inventiveness and inclusivity.
The redesign aims to attract “new, younger and more culturally diverse audiences” to the 118-year-old magazine, while avoiding confusion with The Times newspaper.