Overview: To grow awareness of the brand beyond American Pale Ale and attract classic lager drinkers to an entry-level American craft beer with broad appeal.

Brief: The challenge was to bring consistency to a disparate brand by identifying the key brand elements and making them more recognisable and central to the brand and clearer to the UK consumer in terms of its provenience. Consumers were getting confused between two hero products which needed to be solved before Shipyard could bring two new products to the on and off-trade.

Approach: We solved inconsistency problems by identifying the key visual brand elements and creating a consistent look and feel across the products by implementing a design system. We then used updated colours to create a clear and understandable difference between the products. As well as colours, we also revised some of the product names and made the typography look more overtly American in style and easier to read. The hero product, American Pale Ale, was only slightly moved on visually so as not to lose any brand equity it had built up over the years.