The designs will be used across packaging for the Growler Brewery’s portfolio of house beers including Old Growler, Growler Bitter, Umbel, Lemon Head and Essex Border. The identity will appear across all related collateral.
Rob Flanagan, managing director of Growler Brewery, says, ‘We wanted the new identity to reflect the culture of the brewery. Growler Brewery is a mature business but we are young guys with plenty of energy and imagination. We take the craft of brewing very seriously but not ourselves, and we wanted the branding to reflect the coming together of these qualities.’
The consultancy was tasked with creating a ‘cohesive identity with bags of character for the brewery and its beers.’ The designs use the ‘Old Growler’ British bulldog, a reference to the former pet belonging to the old Brew Master. The bulldog icon has previously appeared on the flagship brand’s labels and pump clips.
The designs, which launch today, also feature a bowler hat across all variants to reference British tradition and eccentricity.
Nicky Parr, design director at JDO, says, ‘The bulldog is the guy we all engage with and who encapsulates the spirit and attitude of the brewery. We’ve evolved this loveable dog by giving him more personality, and imbuing him with a quirky sense of fun which makes him more accessible to younger drinkers. As a key brand equity, he’s now the ‘umbrella’ icon which links the brewery and the beers with a subtle brand glue and just a little bit of tongue-in-cheek humour.’