The refresh – which is the company’s first in seven years – will also encompass a redesigned website and new bottle coverings for the UK off-trade.
Brains said move “delivers a visual refresh that feels both contemporary and deeply rooted in tradition”. The rebrand is also said to honour Brains’ rich heritage while “embracing the tastes, expectations and experiences of modern audiences”.
The new identity is now being rolled out across pubs and bars throughout the UK, with major investment into new on-trade branding including bespoke cask handles, zinc pump clips and refreshed PoS materials designed to create a stronger and more visible presence at the bar.
Long-term commitment
The investment underlines Brains’ long-term commitment to the cask ale sector and to “supporting pubs with stand-out branding that reflects the quality and heritage of the beers behind the badge”.
Brains CEO Nick Payne said: “The new rebrand marks a significant milestone for Brains. We wanted to honour the craftsmanship and heritage that have defined us for more than a century, while presenting a bold, modern identity that speaks to today’s drinkers.
“We’re incredibly excited to share this new look, new website and extensive investment into our pub presence across the UK.
Planning for future
“From our new cask handles and zinc pump clips through to our updated packaging and digital platforms, this reflects who we are, where we’ve come from and the future we’re building.”
Brains partnered with Cardiff-based design studio Toward, whose creative direction helped shape a look and feel that the brewer said “celebrates the brewery’s legacy while elevating its brand for a new generation of drinkers”.
The Welsh brewer said this is the first phase of the rebrand, with further developments and launches planned over the coming months.
Brains was founded in 1882 by Samuel Arthur Brain and moved into Dragon Brewery in Cardiff Bay in 2019.
