The Brief

Modernise this iconic brand to give it new relevance

Newcastle Brown is one of Britain’s most iconic brands yet it had grown to be associated with students and older drinkers. It was not seen as desirable and relevant in trendy bars, lacking the edge and image to recruit young professionals, both maturing yet image-conscious.

The Solution

A face lift sporting a new bottle and recrafted label

BrandMe focused on the brand’s core visual equities to dust off Newcastle Brown’s cluttered and old fashioned label. Our sensitive treatment of this classic moved the brand away from the traditional pint to a 330ml bottle that feels equally at home in the local pub as it does in a trendy bar.

The new bottle format together with fine crafting were the hallmarks of a successful transition.

The Results

A premium image for discerning consumers

The same attention to detail was given to the print production. The thermo-ink label reveals the brand’s rising star when it reaches serving temperature. Newcastle Brown is now more premium and engaging. Cool enough to try!

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