Wells & Co. Rebrand
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The
Challenge
Charles Wells sold its Bedford based brewery and most of its beer brands to Marston's in May 2017 so that they could concentrate on more crafted beers for their 200 pubs. They came to Platform to develop a brand to signal this exciting new chapter in their long history.
The
Thinking
As part of the workshop and discovery process, we explored the extensive archives of the Wells family. We found a 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.
The
Answer
We created comprehensive online guidelines to help everyone in the Wells & Co. family communicate with confidence. 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.
The
Effect
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.
