JDO Brand & Design has continued its partnership with Kent based Shepherd Neame by creating a new corporate identity for the renowned brewer and pub operator. The award-winning agency has previously worked with Shepherd Neame on its product brands including the Spitfire, Whitstable Bay and Master Brew redesigns, two of which have been dba design effectiveness winners.
Working closely with executive board members and senior managers, the agency helped crystallise 350 years of heritage into a strategic brand positioning that will support the company’s ambitious plans. JDO also created a brand identity system that could easily be applied across the consumer journey for greater consistency. This is the first change to the identity since 1998 and will eventually touch every aspect of the business.
The identity itself takes inspiration from the brewery’s past, its provenance, its products and the people that brew and serve them. Shepherd Neame has brewed in Faversham, Kent for over 300 years. Its location in the ‘Garden of England,’ ‘The Home of the Hop,’ gives the business a unique positioning in the minds of customers. The integrity of the team, the brewery’s principles and commitment to creating beers of character and giving a proper welcome are all key tenets to Shepherd Neame’s business.
The distinctive crook has been refreshed and now reflects the brewery’s connection with Kentish hops. An arc over the crook echoes the landscape of the Kent Downs and provides the identity with a framing horizon line that cues optimism and adds further strength and balance to the logo. Modern, confident and premium looking typography conveys the brewery’s character, strong roots and principles. Shepherd Neame has been brewing since 1698 and is very proud to be Britain’s oldest brewer - this date is referenced in the new lock up.
Ray Smith, JDO creative director commented, “We’ve taken inspiration from the brewery’s provenance, borrowing the rich and vibrant colours of Kent for the new Shepherd Neame identity. The new colour system reflects the great breadth of unique pubs and hotels across the county and beyond. The use of powerful photography across products and communication adds richness and texture to the brand’s personality and story.”
Jonathan Neame, Shepherd Neame chief executive added, “The Shepherd Neame brand is one of our most important assets. With JDO’s new design, we are introducing a new brand identity that we believe truly articulates where the company is now, our values and personality and our aspirations for the future.”