Tring Brewery uses colour psychology to rebrand beers

It is believed that Tring is the first brewery in the UK to use this method, which recognises the importance of colour in influencing emotion, mood and behaviour.

The brewery has rebranded, starting with its pump clips, in an attempt to unify its look and broaden its appeal to new and existing customers.

The beer names are derived from local characters, literature or legends with new illustrations produced to represent these stories and reinforce the brewery’s connection with its locality.

Cohesive design​

Marketing manager Ben Marston said “Since our inception over 20 years ago, we have constantly worked to offer a comprehensive range of styles to appeal to a wide audience. The results of years of dedication, the use of highest quality ingredients and evolving audience required that we refined all product branding, giving each beer the presence it deserves.

"We now have a cohesive design formula rather than mish mash of designs all taking cues from different stages in the brewery’s past."

The brewery worked with consultants KM Design to identify a specific colour palette for the new range.

"These warm, natural colours are appetising and attractive. They have been selected to sit alongside each product, as well as saying something important about the brewery and its values. This, along with maintaining recognisable elements of past pump clips is key to the success of this rebrand for Tring Brewery," the company said.