british beer & pub association
To brand a campaign designed to revitalise the image of beer and persuade consumers to make it their drink of choice.
We created a contemporary brand and visual identity that would be flexible for use across trade and consumer audiences. The aim was to particularly appeal to female consumers, both as drinkers themselves and as purchasers for male drinkers, and so challenge the popular notion of beer as a drink for 'big-bellied blokes'. The campaign was further developed to introduce the colours of beer and provide guidance on taste and variety, supporting the concept of beer as an ideal accompaniment to a meal, every bit as enjoyable and sophisticated as wine.
Following its introduction, the brand become a recognisable symbol for quality and knowledge in pubs as licensees adopted standards set by the campaign. A variety of PR events and national magazine promotions further raised the profile of both the BBPA and the Beautiful Beer campaign.