Brief

Small Beer is London’s first B Corp brewery. They are leaders in a new category of beer – low ABV. They deliver a range of delicious, high quality beers under 3% ABV, so everyone can enjoy a beer at any occasion and be their best self then and the next day. Ultimately they are great quality beers, brewed to strength so you get all the flavour but without all the alcohol.

We created the original brand in 2016 – a unique look bridging craftsmanship and clean, modern design. Since then Small Beer has evolved and grown to a future-forward beer with a wide consumer reach. We wanted to update the brand to show that Small Beer is the simplest decision you will make today to a whole new audience, as Small Beer scale up their growth with a mission to be served on draught in pubs everywhere. Choosing Small Beer means you can be the best version of yourself; you can be productive, creative, present, playful – during and after drinking.

Design thinking

We looked at ways to bring consistency of brand messaging, brand assets and range structure across consumer touchpoints to ensure Small Beer is at front-of-mind of our key target audience.

We re-looked at the illustrative hand to bring it in line across all touchpoints – from can to keg lens. The new hand is a move forward that feels more fresh and clean, and makes for a clearer, consistent brand asset that can be used in more places.
We also used this new hand to explore more consistent logo lockups with the logo typography, to keep the assets front of mind at all times. We reinforced the chevron assets across the colours and brightened up the colours themselves to increase stand-out and differentiation.

Impact

The brand refresh is modern, distinctive, consistent, future-looking. It’s designed to reach a new audience of the do-it-all mum & dads and progressive millennials holding liberal values. The brand stands out from afar and the updated identity and logo ensures that the brand is visible from across the bar.