British brewer Greene King has launched a new pump clip for its IPA beer, which is set to drive a complete redefinition of the brand.
Designed by branding consultant Ziggurant Brands, the striking new Greene King IPA pump clip combines embossed copper lettering, bold orange elements and turquoise background that builds upon Greene King’s previous signature green. Its introduction is the first step in a rebranding of the ale that will see it communicate its quality credentials more clearly to consumers.
The company described the pump clip’s launch as “a move from the traditional to the contemporary that retains the heritage, passion and craftsmanship” of the brand.
Ziggurat Brands creative director Chris Mettrick said: “This is Greene King telling its story. This is a story of the Bury St Edmunds brewery with its cool marble walls and its Victorian copper mashtuns that have been dented and marked by decades of work. This is a story of expert brewers who still hand test hops. Few people know that Fredrick Greene and Benjamin King were the two pioneering 16th century founders of the brewery, but this is their story.”
Greene King marketing director Dominic South added: “This is an important launch for us. We are asking trade and consumers to reappraise Greene King for the great beer brands we brew.
“We needed an agency that could bring both strategic insight and design craft to the task and, having worked with Ziggurat Brands on many projects in recent years, we were confident we could trust them to deliver our vision.
“IPA always had the product and the story. Now it has a visual identity that will appeal to both loyalists and a new audience. This pump clip has created a real buzz within the brewery, and we cannot wait to see the reaction from the trade and consumers.”
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