ABOUT

JDO Brand & Design created a bold new master brand identity for the award winning Growler Brewery as well as a series of audacious new designs for their portfolio of house beers: Old Growler, Umbel, Lemon Head and Essex Border.

The challenge for JDO was to create a cohesive identity with bags of character for the brewery and its beers. Tasked with capturing personalities and injecting a certain irreverence into the individual house ale brands, JDO also wanted to communicate Growler Brewery's Essex provenance with confidence and a healthy dose of attitude.

The focus for the new identity is the eponymous 'Old Growler' - a British bulldog who has become synonymous with the beer and the brewery, having originally been the old Brew Master's dog, and subsequently appearing on the flagship brand's labels and pump clips in various in various guises over the years.

The bulldog is the character we all engage with and who encapsulates the spirit and attitude of the brewery. JDO evolved this loveable dog by giving him more personality and imbuing him with a quirky sense of fun which makes him more accessible to younger drinkers. As a key brand equity, he's now the 'umbrella' icon which links the brewery and the beers with a subtle brand glue and just a little bit of 'tongue-in-cheek' humour.