The brewery was founded in 1777 by owners Hall & Woodhouse, with its beginnings in Dorset.
To “drive continued relevance and appeal” in a “rapidly changing highly competitive” saturated beer market, the brewery have decided to concentrate on their “independent Dorset provenance”, says Paul Taylor, Chief Creative Officer at BrandOpus.
With over 240 years of brewing spanning seven-and-a-half generations, the redesign also wants to commemorate some of the legends and tales from the area, say the design agency.
“Badger Ales have always been rich in character and craftsmanship and we have redefined the brand to reflect these roots of authenticity,” says Mr Taylor.
A “Badger brewers mark” has replaced the “bounding Badger character”, and will be displayed on the neck label.
The new logo, which over the years has appeared in various styles as the Hall & Woodhouse emblem since 1875, now is featured as an “inquisitive badger“ monochrome image, which is portrayed peeking out of a black and white circle which reads “Badger, Dorset Brewers, Estd 1777” around the edge.
The logo now has a more hand-drawn feel, with shading on the badgers fur represented by visible pen strokes.
As an addition, each bottle label intends to “bring life to the individual personality” of the beers.
“A new bespoke bottle has been designed to give the brand a more straightforward and independent feel. Each label features bespoke typography and unique illustrations to evoke individual character of the different beers. Each Badger beer has its own unique story, inspired by local landmarks, folklore and brewery anecdotes that evoke the brands rural Dorset roots,” Mr Taylor says.
“Take The Fursty Ferret, for example, which got its name when one of the little critters snuck into the brewery late at night to sample the latest brew,” he adds.
The redesign will feature across the ale range, in Hall & Woodhouse pubs and on branded glassware.
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