Wainwright Golden Beer

Agency: Butcher & Gundersen
Project Type: Commercial Work
Client: Marston's
Location: UK

Following huge success in the North West and growing demand across the country, Wainwright is embarking on its assault to become the nation’s favourite golden beer, with a new brand identity created by Butcher & Gundersen.

Confidently defining itself as ‘the’ Golden Beer, with a crisp, clean look to enhance its refreshment cues, the brand is tapping into a new generation of drinkers, with a thirst to explore and tackle new opportunities. The design pays homage to Alfred Wainwright, the author famous for his series of illustrated books on the Lake District, and his passion and commitment in reaching even its most indomitable peaks.

“Taking an already successful brand, we’ve modernised its look to focus less on the man himself and more on what inspired Wainwright most – the challenge of reaching that highest peak – and the rewarding satisfaction that it brings. The angular positioning of the brand, following the new label and pump clip shape, adds energy and movement to the design and the combination of the four colours (white, gold, black and red) perfectly reflects the refreshing character of the product.” said Zeffy Dougekou, Creative Director of Butcher & Gundersen.

Gaynor Green of Marston’s commented: “B&G presented us with a fresh and exciting direction for Wainwright, adding pace and energy to the brand identity, which captured the essence of the new brand position we had developed. We are delighted with how it looks now it has reached pubs and supermarkets across the country.”

The new identity is being rolled out across pump clips, bottles and cans.

What's Unique?
Taking an already successful brand, we’ve modernised its look to focus less on the man himself and more on what inspired Wainwright most – the challenge of reaching that highest peak – and the rewarding satisfaction that it brings. The angular positioning of the brand, following the new label and pump clip shape, adds energy and movement to the design and the combination of the four colours (white, gold, black and red) perfectly reflects the refreshing character of the product.