Introduction
When AJ’s Ales approached LemonTop Creative, they had a clear mission: to give their pump clip designs a fresh new look that would stand out at the bar and showcase the character of their beers.
As a brewery with a loyal following and a strong local presence, AJ’s Ales knew that great beer deserved equally great branding. But their pump clips—the front line of their marketing in pubs—needed to be modernised, unified, and made instantly recognisable.
We took on the challenge with enthusiasm, developing designs that not only revitalised their core range but also brought a completely bespoke, illustrated look to their special beer range. The result? A suite of pump clips that tell a visual story, capture the brewery’s personality, and boost visibility where it matters most—right on the bar.
About AJ’s Ales
Founded with a passion for traditional brewing and quality craftsmanship, AJ’s Ales has become known for producing distinctive, flavourful beers that appeal to a wide range of drinkers.
From their core range of reliable favourites to their more adventurous seasonal brews, AJ’s Ales has always valued authenticity and creativity in their approach. But like many breweries, they recognised that the beer market is increasingly competitive—not just in terms of flavour, but also presentation.
The pump clip, often overlooked, is actually one of the most important tools for attracting attention and sparking curiosity. With more customers making their choice at the bar, it was essential for AJ’s Ales to have designs that worked hard to get noticed.
The Brief
The initial request from AJ’s Ales was straightforward but open to creative interpretation:
“We need to update our pump clip designs to be bold, unique, and instantly recognisable as AJ’s Ales.”
This meant tackling two distinct but related challenges:
- Redesigning the Core Range – Modernising the look while maintaining the identity and recognisability of AJ’s Ales.
- Creating a Special Range Identity – Developing unique, bespoke illustrations for limited-edition and seasonal beers that would stand apart while still feeling part of the family.
Both sets of clips needed to work as a cohesive brand system, with a shape and structure that would stand out in a busy bar environment and be clearly linked to AJ’s Ales, no matter the beer style.
Research & Discovery
Before putting pen to paper, our team carried out a detailed research phase.
Understanding the Market
We visited local pubs, craft beer bars, and festivals to observe pump clip displays in real-world settings. This helped us see first-hand how customers interact with pump clips, which designs stand out, and which get overlooked.
We found that shape and bold colour were often more noticeable from a distance than fine detail, but that close-up, those details still needed to reward the customer’s curiosity.
Competitor Analysis
We studied pump clips from both large national breweries and smaller craft producers, identifying:
- Common design pitfalls (too much text, overcomplicated graphics).
- Successful strategies (simple icons, strong typography, consistent branding).
Brand Audit
We reviewed AJ’s Ales’ existing branding elements, including their logo, colour palette, and typography, to decide what could be kept and what needed to evolve. The goal was to modernise without losing the brand’s established personality.
Designing the Core Range
The core range redesign was our first priority. These beers form the backbone of AJ’s Ales’ sales and brand recognition, so the design needed to:
- Be immediately identifiable as AJ’s Ales.
- Stand out clearly in a line-up of different breweries’ beers.
- Be simple enough to recognise from across the bar, but detailed enough to be interesting up close.
Shape Innovation
One of the boldest moves we made was introducing a unique, proprietary pump clip shape. This distinctive outline not only caught the eye but also acted as a silent brand marker—no matter the beer inside the clip, customers could instantly tell it was from AJ’s Ales.
Bold Colour Coding
We assigned each core beer a strong, individual colour, ensuring instant differentiation while maintaining brand cohesion. When the clips are displayed together, the result is a vibrant, unified visual impact.
Typography
The beer names were set in large, clear type with high contrast, ensuring legibility from a distance. Supporting details like ABV and style were secondary but still easy to read.
Graphic Elements
Each core range clip featured subtle graphic motifs that hinted at the beer’s character, without overpowering the main design. This kept the visual language clean and contemporary.
Creating the Special Range
With the core range complete, we turned our attention to the special beer range. These were seasonal and one-off brews that gave AJ’s Ales a chance to experiment—and us a chance to really push the creative boundaries.
Bespoke Hand-Drawn Illustrations
Our in-house design team created original, hand-drawn illustrations for each special beer, ensuring every clip was truly one-of-a-kind. These illustrations were crafted to reflect the story, ingredients, or inspiration behind each beer.
For example:
- A rich winter ale might feature intricate sketches of holly leaves and barley.
- A tropical summer IPA could be adorned with illustrated citrus slices and hop vines.
This hand-crafted approach gave the special range a personal, artisanal feel that resonated with customers who appreciate the human touch in craft brewing.
Maintaining Brand Cohesion
Even with such different artwork, we maintained consistency through:
- The same unique pump clip shape as the core range.
- Consistent placement of the AJ’s Ales logo.
- Unified typography for beer names and key details.
Production & Practical Considerations
Pump clips live in a challenging environment—crowded bars, changing lighting, and lots of handling. We ensured our designs would work in real-world conditions by:
- Testing at Different Distances – Checking legibility and impact from across the room.
- Material Selection – Choosing durable, high-quality substrates that resist wear and tear.
- Colour Accuracy – Using print techniques to ensure the bold colours remained consistent under bar lighting.
The Result
The finished pump clips achieved exactly what AJ’s Ales wanted—and more.
- At the Bar – The unique shape and bold colours immediately set AJ’s Ales apart from neighbouring pumps.
- Brand Recognition – Customers quickly began to associate the shape with AJ’s Ales, regardless of which beer they were trying.
- Sales Impact – While specific figures are confidential, AJ’s Ales reported noticeable increases in customer interest and conversation around the beers.
Client Feedback
“LemonTop Creative transformed our pump clips into something we’re truly proud of. The new designs have given our brand a real boost, and customers often comment on how distinctive they are. The special range artwork is a particular talking point.”
— AJ’s Ales
Why This Project Worked
Three main factors contributed to the success of the AJ’s Ales pump clip redesign:
- Strategic Shape Choice – The proprietary outline gave instant brand recognition.
- Bold, Clear Visuals – Strong colours and legible type attracted attention and aided quick decision-making at the bar.
- Bespoke Creativity – Hand-drawn illustrations for specials gave customers a sense of exclusivity and craftsmanship.
Lessons for Brewery Branding
This project highlights several lessons for breweries looking to improve their point-of-sale design:
- Form Matters – Shape can be as much a part of branding as colour or logo.
- Hierarchy of Information – The beer name should dominate, followed by style and ABV.
- Flexibility Within Consistency – A unified brand framework allows for creative variation without losing recognition.
Looking Ahead
With their new pump clips in place, AJ’s Ales has a flexible, scalable design system. New beers can be added to either range without needing a full redesign, ensuring future branding remains consistent and impactful.
We look forward to continuing our partnership with AJ’s Ales, supporting their growth and helping them tell their story—one great beer at a time.