Cornwall-based brewery, Skinner’s, joins forces with leading illustrators from the world of music and fashion to develop a new look for their award-winning range of beers and ales as they target the national and international market.
The community brewery, who have recently expanded their production facilities to meet new customer demand, undertook extensive consumer and trend research before reviewing their core range and developing a new look for the brand.
Head Taster, Steve Skinner said: “We have always known that the unique personality of each of our ales is what our customers love and our research backed this up. We made the decision to collaborate with a different illustrator for each of our core beers to celebrate this and allowed them the freedom to truly capture the spirit and individuality of each ale.”
Skinner’s worked with six groundbreaking artists to develop a new distinct look for each iconic ale. These included:
- Cornish Trawler’s tattoo-inspired design has been illustrated by Alex T Frazer, who works with many musical artists including Mogwai, The Drowning Men and Ben Folds Five.
- Cornish Knocker has been re-imagined by Joe McLaren, an artist who has worked widely in newspapers and publishing, illustrating the work of such luminaries as Terry Pratchett, Lewis Carroll, Charlotte Bronte, George Orwell, Charles Dickens, Andrew Motion and John Betjeman.
- Hops ‘n’ Honey’s charming look comes from the pen of Rose Forshall, whose work has graced such diverse canvases as The Times, the Port Eliot Festival, Waitrose, Garden Illustrated, Anthropologie and Baker Tom.
- Porthleven’s spirit has been captured by Stevie Gee, an underground artist who has designed for Paul Smith, Vans, Penguin and Archie Bronson Outfit.
- Lushingtons’ beautiful label has been created by A-Side, a dynamic Cornwall-based team of illustrators that have worked with pioneering south west brands such as Origins Coffee Roasters, Dorset Cereals and the Port Eliot Festival.
- And, last but not least, Nick Beringer has brought new life to his classic Betty design, putting her front and centre as Cornwall’s good time girl. Nick has been a key partner for Skinner’s since the brewery’s inception.
Along with a new look and website, Skinner’s brand review has included several research-led changes to their core range. These include retiring Ginger Tosser and a name change for Heligan Honey, which will be called ‘Hops ‘n’ Honey’ to better reflect its provenance.
The brewery will also be providing a new beer education programme for key trade accounts including tasting events and tap house training, and an extensive national marketing campaign.
Commercial Director, Mike Pritchard said: “Our trade customers are extremely loyal and we’ve always prided ourselves on offering great customer service and technical support for our trade accounts.
“In 2016, we will be investing heavily in this area of the business with expansion of our production facilities, beer tasting events for key accounts and increased spend on marketing to drive footfall in stores and dwell time in bars and pubs.”
The brand refresh for Skinner’s core range of ales starts to roll out across key accounts, including wholesalers and national retail partners, from late-March.