To reach a younger generation of ale drinkers, particularly women, Nixon used a bold typography for the relaunch.
Nixon’s managing director Martin Nixon says, ‘It’s unashamedly contemporary – it’s not your traditional-style branding.
He adds, ‘A key aspect is the partnership with [local tourist attraction] the Eden Project, which helped source some of the ingredients. There’s a desire to create a sustainable and local ethos around the brand.’
Nixon was appointed to the work after winning a three-way pitch against two other Cornish design consultancies earlier this year.
A key part of the brief was to create an overall brand identity for the Seasonals range which also gives the five different beers individuality.
Nixon explains, ‘The ideas for each of the beers came from how head brewer Stuart Howe set himself the task of brewing 52 beers in 52 weeks to find five beers for the range.’
The first of the set, Red Ale, will be followed by Abbey Christmas on 15 November, Cornish Winter Stout on 1 January, Spring Atlantic IPA on 1 March and Summer Honey Gold on 1 June.
James Nicholls, Sharp’s marketing manager, says, ‘At Sharp’s, strong, contemporary design has been of central importance to our business.’