ROBINSONS – one of only 32 independent family-run breweries in the UK – has announced a company-wide rebrand commencing with a new logo design by Truth Creative; an award winning design agency based in Manchester.
The brand revamp comes as Robinsons prepares for their biggest pub investment commitment to date, which includes fresh pub signage throughout the estate to reflect the sleek new look, and over the coming months new pump clips, bottle labels, merchandise and literature, together with a newly designed corporate website, will be updated to reflect the new brand identity.
Explaining the vision behind the new look, Darren Scott, Founder and Creative Partner of Truth, commented: “We were thrilled to be asked to deliver a new brand proposition and corporate identity for Robinsons. We have modernised, refined and simplified the brand mark to be bolder, more dynamic and future proofed. Robinsons rebranding is distinctive without detracting from the Unicorn motif; which has formed the backbone of their respected lineage and represents all the company stands for as an independent family brewer. Likewise we felt ‘Copper’ was a key ingredient in the Robinsons brand recipe. The material is historically intertwined with the craft of brewing and beer; as well as having a strong presence throughout Robinsons’ Visitor Centre; including a reconditioned Copper vessel which served the brewery for more than 80 years.”
“We have a wonderful tradition of strong brand identity that stems over the last 176 plus years,” explains Oliver Robinson; joint Managing Director (Beer Division) of Robinsons Brewery. “As custodians of our family business we have reached a point to move forward with its development and in doing so take a tighter control of our image, how we portray ourselves and importantly our tone of voice. Following heavy investment in our pubs, brewery and beers, we felt it was the perfect time to brew a new look and redefine our positioning.”
Handcrafted in the historic market town of Stockport since 1838, Robinsons has evolved from a local Stockport brewer to a multi-million-pound establishment owning over 300 pubs across Cheshire, Lancashire, Derbyshire and North Wales. With the sixth generation now at the helm, Robinsons continues to offer a wide range of award winning ales, ranging from heritage brews (such as Old Tom and Unicorn) to lively young ales (such as Dizzy Blonde and TROOPER; brewed in collaboration with Iron Maiden). It’s a winning formula that has earned the company worldwide recognition.
William Robinson, joint Managing Director (Pub Division) comments: “We’re incredibly proud of our achievements and of our unique family heritage which binds us together. Robinsons is a passionate and dynamic business with great traditions and bold new ideas. It’s at this critical point in our drive to evolve and move forward that we have reviewed our image and experience as a brand.”
Robinsons remain one of Britain’s best-loved family-run breweries and one of the most celebrated, having won many prestigious awards over the years, including ‘World’s Best Beer’, ‘BBPA Beer Champion’ and ‘Family Business of the Year’. In addition, the brewery Visitor Centre has recently been voted ‘Best Small Visitor Attraction’ by Marketing Cheshire, automatically being put forward for the Visit England awards in 2015, and Robinsons has been shortlisted for the Publican Awards under the category ‘Best Community Pub Operator’.
Concluding, Oliver Robinson said: “It’s an exciting time for Robinsons – and for our customers. Combining craftsmanship with innovation, we will continually strive to better our offering and bring brilliant products and outstanding social experiences to our customers.”
To stay in the mix, please visit www.robinsonsbrewery.com