Brand Design for Detour Pale Ale by Thirst Craft
For the past 25 years West Berkshire Brewery has made a name for itself merging tradition with ambition. And while its long-established traditional portfolio was performing well, the brewery wanted to rethink its more modern craft range to gain a stronger competitive edge. In the first of many projects with West Berkshire Brewery, Thirst Craft were tasked with naming and branding a pale ale which could compete against the best at bar.
First, in order to appeal to a younger demographic, we tuned down West Berkshire Brewery’s traditional associations by moving to an endorsed range. This allowed more leeway to dial up the personality and proposition of each beer in the modern range.
Next we found our name and story. Having a pint is all about slowing down, pausing and enjoying the moment, which led to ‘Detour’.
The playful brand uses simplified signs to point you in the wrong (but oh so right) direction. A secondary pattern continues the theme across glassware and bar material, providing a deliciously refreshing diversion. And all of the Detour vibe is captured in a simple brand story:
Why rush from A to B when you can take the scenic route?
Life’s about the journey, so don’t be a slace to satnav.
Unplug, take a Detour and enjoy the ride.