Oxfordshire-based brewery Loddon has unveiled a design overhaul its range of beers.

Brand and packaging design consultancy We Are Pure produced new concepts for the brewer's range of five core beers, as well a monthly special beer, as part of a three-month project.

The consultancy also produced new marketing material, including beer mats, runners, pump clips and glasses, as the family-run brewery looks to increase its market share.
 
The new branding places emphasis on the dragonfly logo and blue colouring, and a new typeface has been created to give the brand a modern feel.
 
Loddon Brewery director Chris Hearn said of the redesign: “This was a major project for us and We Are Pure took the design brief and went above and beyond our expectations to make our brand even stronger. We’re confident that it will be a huge hit with our customers and within the brewing industry as a whole.”

We Are Pure’s David Rogers added: “Our work with Loddon presented an interesting challenge as we needed to produce an innovative concept that had clear shelf standout, whilst still retaining a sense of heritage and family. The brewery has an incredibly loyal customer base and whilst we were aiming to appeal to a new audience, we also didn’t want to alienate existing consumers.
 
“This is the first time we’ve rebranded a beer range, and I think that has worked to our advantage. We were able to draw on our experience in other sectors and avoid market stereotypes. The result is a concept that seamlessly blends the old and new and will hopefully take Loddon to a whole new level.”