BXP - January/February 2018 - 19

19

the U.K, according to the British Beer and Pub Association and

According to Pinfold, The new design was also shown in

more than 10,000 beers according to the Good Beer Guide.

specialist Freeform trade shows with very limited trade
advertising, on the existing website and through one-on-one

The Green's designs before they were redone had a

presentations.

pharmaceutical look, Pinfold says.
"The single biggest impact was the new branding, which
"Simplistic, old fashioned design on a white label and it had

significantly increased trade engagement and consumer

no real beer cues or taste appeal," Pinfold continues. "So we

appeal," Pinfold says.

rebranded Green's, creating a totally new identity centered on
a specially drawn 'g' monogram that incorporates a hop icon."

COnSUMer reSPOnSe
The response to the rebrand and redesign has the community

The 'g' takes center stage in the label design to build brand

buzzing.

recognition and loyalty.
"it's been nothing less than positive," Ware says. "it was a little
The simplicity of the design was enhanced and has a palette

tricky at the outset to ensure our existing loyal customers were

of fresh, vibrant colors that stand out on shelf. The labels were

able to still recognize and associate with the new label, but

printed on metallic stock and over

some effective in store communication

printed with a transparent color to

meant we lost none of the customers

achieve a premium look.

and gained more in the process."

"We have found that the range

The brand received a number of

maintained its place in the gluten-free

awards as well, including a 2017 Design

beer section but also managed to

effectiveness Award, Good Design

migrate to the beer aisle increasing our

Award from the Chicago Museum of

visibility. The beers also held their own

Architecture and Design, and a Mobius

in beer fridges with the colorful metallic

Award. [editors' note: We became

look from the labels," says David Ware,

first aware of the project through our

director of Green's beers.

partnership with the DBA, which owns
the Design effectiveness Awards.]

MArKeTinG The reBrAnD
The new design was established and

The redesign has increased sales by

activated through Green's newsletter

35% year-on-year, and new order

base and through social media

accounts have been created in

channels.

Australia, China, Japan and Chile.

"After we had the first run of newly printed labels, we had

"Green's managed to reinvigorate flat sales figures and put the

professional photographs taken," Ware says. "With those

business back onto a growth trajectory," Pinfold says. "As a

photos, we and our distribution network created new Web

result of the rebrand, rOi was 366% in the first 12 months."

pages and new sales documents."
Green's are available in more than 20 countries, and the beers
The brand also produced new logo glassware and coasters to

can be found at Whole Foods, Total Wines & More, and many

be displayed.

independent stores.

"Our network of salespeople began showing the new graphics;

For more information, visit

we sent samples to gluten-free and beer media folks and

*Green's beer, www.glutenfreebeers.co.uk

began to show the new graphics on social media," Ware says.

*WPA Pinfold, www.wpa-pinfold.co.uk

BXPMagAzine.com


http://www.glutenfreebeers.co.uk http://www.wpa-pinfold.co.uk http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - January/February 2018

Bxp - January/february 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: From Everyd Ay to Extraordinary
Beer Brand Gets Rebrand
The Rise of Ai
Makeover Challenge
The Debate
The Toolbox: Active and Intelligent Packaging
Index of Advertisers
The List
BXP - January/February 2018 - Intro
BXP - January/February 2018 - Bxp - January/february 2018
BXP - January/February 2018 - Cover2
BXP - January/February 2018 - 1
BXP - January/February 2018 - Contents
BXP - January/February 2018 - 3
BXP - January/February 2018 - 4
BXP - January/February 2018 - 5
BXP - January/February 2018 - Editor’s Letter
BXP - January/February 2018 - 7
BXP - January/February 2018 - The Scene
BXP - January/February 2018 - 9
BXP - January/February 2018 - Chief Experience Officer Series: From Everyd Ay to Extraordinary
BXP - January/February 2018 - 11
BXP - January/February 2018 - 12
BXP - January/February 2018 - 13
BXP - January/February 2018 - 14
BXP - January/February 2018 - 15
BXP - January/February 2018 - 16
BXP - January/February 2018 - 17
BXP - January/February 2018 - Beer Brand Gets Rebrand
BXP - January/February 2018 - 19
BXP - January/February 2018 - 20
BXP - January/February 2018 - 21
BXP - January/February 2018 - The Rise of Ai
BXP - January/February 2018 - 23
BXP - January/February 2018 - 24
BXP - January/February 2018 - 25
BXP - January/February 2018 - 26
BXP - January/February 2018 - 27
BXP - January/February 2018 - 28
BXP - January/February 2018 - 29
BXP - January/February 2018 - 30
BXP - January/February 2018 - 31
BXP - January/February 2018 - 32
BXP - January/February 2018 - 33
BXP - January/February 2018 - Makeover Challenge
BXP - January/February 2018 - 35
BXP - January/February 2018 - 36
BXP - January/February 2018 - 37
BXP - January/February 2018 - 38
BXP - January/February 2018 - 39
BXP - January/February 2018 - 40
BXP - January/February 2018 - 41
BXP - January/February 2018 - 42
BXP - January/February 2018 - 43
BXP - January/February 2018 - 44
BXP - January/February 2018 - 45
BXP - January/February 2018 - 46
BXP - January/February 2018 - 47
BXP - January/February 2018 - The Debate
BXP - January/February 2018 - 49
BXP - January/February 2018 - 50
BXP - January/February 2018 - 51
BXP - January/February 2018 - The Toolbox: Active and Intelligent Packaging
BXP - January/February 2018 - 53
BXP - January/February 2018 - 54
BXP - January/February 2018 - Index of Advertisers
BXP - January/February 2018 - The List
BXP - January/February 2018 - Cover3
BXP - January/February 2018 - Cover4
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