Hop Union Brewery (HUB), previously Great Western Brewery, is a family run, independent brewery based in Bristol, UK. The company started life in 2006 as a traditional cask beer brewery with open-top fermenters. Since moving to a new site, and after renaming the company, HUB set about to create an improved brewery with a focus on sustainability, and a fresh range of craft beers.
HUB required a brand partner to help them transition from an established cask brewery into a modern and vibrant D2C brand, with a stronger focus on sustainable craft brewing.
With increased competition and big aspirations for growth, HUB needed to broaden their appeal to a younger demographic; those interested in and passionate about craft beer, but without alienating or dissuading their existing, loyal customer base. The new brand needed to future-proof HUB as a key contender in the industry, while emphasising the quality and taste of their renowned beers, perfected over 16 years of brewing.
Leading with the quirky ‘HUB HOP’ mascot (after special request from the client), ORCA created a new brand image for the brewery and its various canned, bottled and casked products. Working closely with the founders and chosen stakeholders to define the core brand story, we crafted a brand that clearly reflects the refined value proposition and services on offer.
Shelf and bar presence is key, so we created a packaging design system which utilises bold, striking typography with fun, thick-lined, quirky illustrations – both of which are legible and eye-catching in a busy pub or supermarket.
The brand stretched across packaging, digital, e-commerce and merchandise, as well as within the newly refurbished HUB Tap Room.
We continue to work with HUB to evolve the brand and their ongoing GTM strategies across the country.
HUB’s staple IPA. Bloody Nora was the first new product launch using the updated brand. Within the first week since the new brand launch, Bloody Nara sold four times more units across Wetherspoon pubs in the South West. E-commerce orders tripled within the first month post launch.
- Agency/Creative: ORCA
- Article Title: Transitioning an Established Family-Owned Brewery Into a Modern D2C Brand, Without Losing Sight of Heritage
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: Bristol
- Market Region: Europe
- Project Deliverables: Advertising, Brand Design, Brand Redesign, Creative Direction, Graphic Design, Illustration, Logo Design, Packaging Design, Photography, Rebranding
- Format: Bottle, Box, Can
- Substrate: Glass Bottle, Metal
- Industry: Food/Beverage
- Keywords: WBDS Agency Design Awards 2022/23
Design By: ORCA
Brewed By: Hop Union Brewery (HUB)
Printed By: Bristol Labels