Badger redesign shifts focus to brewery’s rural Dorset heritage

Independent family brewer Badger has undergone a brand redesign, shifting the focus on to their local heritage, with the help of BrandOpus design agency.

Founded in 1777, the brewery owned by Hall & Woodhouse has its roots in rural Dorset.

In a bid to “drive continued relevance and appeal” in a “rapidly changing highly competitive” craft beer market, the new brand identity has moved focus onto the brewery’s “independent Dorset provenance”, says Chief Creative Officer at BrandOpus, Paul Taylor.

240 years of brewing history

With over 240 years of brewing history over seven-and-a-half generations, the brand’s redesign also aims to celebrate some of mythical legends and tales from the area, according to the strategic design agency.

“Badger Ales have always been rich in character and craftsmanship and we have redefined the brand to reflect these roots of authenticity,” says Mr Taylor.

The “bounding Badger character” of the previous design has made way for “Badger brewers mark”, which will feature on the neck label.

“Inquisitive badger”

The badger logo – which has appeared in various guises as an emblem of Hall & Woodhouse since 1875 – now features a monochrome image of an “inquisitive badger”, peeking out from the centre of a black and white circle which says “Badger, Dorset Brewers, Estd 1777” around the edge.

The image has been taken back to a more hand-drawn style, with visible pen strokes shading the badger’s fur.

In addition to the Badger roundel, each bottle label aims to “bring life to the individual personality” of the beers with its label.

“Straightforward and independent feel”

“A new bespoke bottle has been designed to give the brand a more straightforward and independent feel,” Mr Taylor says.

“Each label features bespoke typography and unique illustrations to evoke individual character of the different beers.

“Each Badger beer has its own unique story, inspired by local landmarks, folklore and brewery anecdotes that evoke the brands rural Dorset roots.

“Take The Fursty Ferret, for example, which got its name when one of the little critters snuck into the brewery late at night to sample the latest brew.”

The new designs will feature across the range of ales, throughout Hall & Woodhouse pubs and on branded glassware.

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  • Ray Gunn August 21, 2018 at 8:05 am

    Plausible approach but can’t unsee the BAD and then G and E and R… Did the phone ring when kerning the brand name?

    • Graham Henderson August 24, 2018 at 11:44 am

      Now you mention it…
      THA N K S !!

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