Introduction
TrueFitt Brewery are brewers of fine cask ales and stouts. They wanted a fresh, distinctive image that broke away from traditional brewery branding. Their goal was to stand out in pubs and restaurants while remaining memorable to customers.
The Challenge
The brewery required a brand identity that reflected quality, uniqueness, and innovation. Specifically, they wanted:
- A logo that differed from the usual hop-based designs
- Pump clips that immediately drew attention
- A visual identity that could be applied across labels, merchandise, and marketing materials
They wanted the brand to be recognisable, visually appealing, and playful, while still communicating craftsmanship and quality.
Our Approach
We started by analysing traditional brewery branding to identify common visual clichés. This informed our decision to keep the hop element but reimagine it in a modern, graphic style.
Next, we focused on creating a unique logo. Using the concept of a “jigsaw piece,” we symbolised the TrueFitt name. This shape was not only visually striking but also versatile. It could be applied directly to pump clips, giving them a shape that stood out in pubs and restaurants.
Additionally, we ensured that the logo could adapt across different mediums, from labels and merchandise to online and print materials.
Solutions Implemented
- Logo Design: Developed a unique, eye-catching logo featuring a jigsaw-inspired shape with a stylised hop graphic.
- Pump Clips: Designed distinctive pump clips using the logo shape, ensuring visibility and recognisability in bars and restaurants.
- Brand Identity: Established a flexible visual style applicable to labels, signage, and marketing collateral.
Results
The new branding positioned TrueFitt Brewery as innovative while maintaining their identity as a quality brewer. The jigsaw-shaped pump clips immediately stood out on bar tops. Customers quickly recognised the brand, and the brewery gained a more modern, distinctive presence.
Conclusion
By rethinking traditional brewery imagery and creating a unique visual language, we helped TrueFitt Brewery stand apart from competitors. The new brand identity is flexible, recognisable, and perfectly suited for their range of cask ales and stouts.