St Austell Brewery picks Design House

London consultancy Design House has been appointed by independently owned St Austell Brewery to rebrand four of its cask ales. The work also includes renaming two brands.

St Austell Brewery is approaching its 150th anniversary and wants to relaunch the brands to ensure it has contemporary relevance in the marketplace. The brewery also wants to improve sales and achieve wider distribution around the south west of England. It currently supplies the licensed trade in Cornwall and Devon.

The main focus of the designs, according to Design House chairman Tim May, is to communicate the main aspect of “Cornishness” to both local people and tourists through the brands. “We need to create designs that communicate the pride in Cornwall that the locals feel and how that is perceived by tourists.

“The designs need to be credible and believable to both audiences, taking their needs seriously rather than making a joke out of the brands and offending the locals,” he says.

The brands are due to be relaunched in spring next year, and the designs will be applied across pump clips and associated point-of-sale materials.

Design House won a creative pitch to secure the work.