Strangebrew creates identity for Castle Rock

Launched at the Nottingham Beer Festival, the powerful new identity has been designed to elevate perceptions of Castle Rock and clearly establish it as Nottingham's leading brewery.

The new branding features prominently and proudly on new pumpclips and bottle labels also created by the aptly named Strangebrew.

Castle Rock Commercial Director Colin Wilde stated that the new identity provided the brewery with a much more premium image which Strangebrew has taken across the brand portfolio.

This includes the multi-award winning Harvest Pale and new introductions such as Sheriffs Tipple and Preservation Fine Ale, the latter being a new brand created and designed by Strangebrew to reflect the fact that Castle Rock is working with the Custodians of Nottingham Castle to prevent further erosion of the rock on which the castle sits.

Wilde stated that the rock has been eroding for decades and the aim with Preservation is to raise awareness of this issue.

The plan is to follow up the draught launch with a bottle product next year, some of the proceeds of which will be diverted to this cause.

Of particular note also, is Castle Rock's highly distinctive full-bodied and totally irresistible Elsie Mo brand, which takes its inspiration from the nose-art of WW2 bombers and acknowledges the influence of American servicemen who swelled the population of the county of Nottingham during the war.

Nick Pettit, Strangebrew's creative director, commented that the more premium new identity had been achieved by reflecting the craft values of the brewer's art in the design and execution of both the corporate identity and the pumpclip and bottle label designs for the individual brands: "We felt that the presentation of Castle Rock and its brands was in need of refreshment in order to more accurately reflect the high quality of the products and the care and attention to detail it pays to the brewing process".

Prior to working with Castle Rock, Strangebrew was responsible for the creative work on the highly successful relaunch of Olde Trip for Hardys and Hansons, previously Nottingham's leading brewer before it was taken over earlier this year by Bury St Edmunds-based Greene King.

Strangebrew has a solid track record working with the brewing industry to deliver what it terms 'Potent Brand Visibility', having also worked recently with Batemans of Wainfleet.

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