When Charles Wells sold its Bedford based brewery and most of its beer brands to Marston's in May 2017, for £55m it was considered by many a big move.
But by selling their old brewery they could turn their back on mass production and go back to their roots, brewing exceptional beers that people love in their portfolio of over 200 pubs.
At the heart of their vision is a brand new, state of the art Bedford brewery which will be open for business in 2020 from which they can serve their pubs and beyond.
Our challenge was to create a new brand to signal this exciting new chapter in their long history. A bright, flexible and distinctive identity to reflect their values, strengths and ambition.
When we started the re-branding project we looked to the past to learn from the Wells family’s 5 generations of history.
Looking through the archives we found a very distinctive W repeated over time and used that as our inspiration. But we also needed more than a nod to their past, we wanted something that had deeper meaning to support them in the future - and that's where the triangles came into play.
The simple triangle shape that we used to build the W represents the three ingredients of hops, barley and yeast that are added to water to make beer. From simplicity comes complexity.
We created comprehensive online guidelines to help everyone in the Wells & Co. family communicate with confidence. They show how to use the identity and include everything a new brand needs to launch with a bang.
They were created to help both internal and external agencies work together to create coordinated and consistent communication material, from pubs to websites or print. Everyone who communicates on behalf of the brand or interacts with customers has an impact on how people feel about Wells & Co.
We have created a timeless brand that works across their varied estate of pubs, from traditional country boozers to cool, urban gastro pubs. The flexible colour combinations mean that signage can be bright and modern when it needs to be but more refined on some of their historic, listed buildings.