Packaging redesign
Church End Brewery
We all have the hackneyed image of the pot-bellied, ‘real ale’ enthusiast cherishing their pint. But there’s a whole new world of tipplers out there. How do we target and connect with them in their own way?
Objective
Over a 20-year period, Church End Brewery had developed a range of bottles beers on an ad hoc basis. There was no consistency in labelling, causing barriers to brand recognition and cross-variant purchase. It was time for a change.
Insights
Visual appeal of packaging design is vital in influencing customer decision-making at retail level. In fact, more than seven in 10 shoppers say packaging influences their purchasing decisions.
Solution
We redesigned the full range of bottled beers in an eye-catching traditional woodcut design across the range with a broad and fresh colour pallet – a balancing act between pleasing Church End’s existing older audience, while appealing to younger craft beer drinker accustomed to more vibrant contemporary packaging.
Results
From mid-2023 (when the new packaging was launched) to end-2025, bottle sales increased a staggering 82%.
“The creative work produced by RBH was entirely responsible for this magnificent upsurge in sales which has continued since launch. The product remained the same, but the stand-out and consistency at point of sale generated and maintained sales across the entire bottled range.”
Karl Graves,
Head Brewer, Church End Brewery
