Batemans Brewery

Creating new shelf appeal

Independent family brewer Batemans wanted to give its bestselling bottled ales a facelift to connect with today’s better-informed supermarket shopper and to boost sales. Batemans has been a major player in the off-trade bottled beer scene for more than 20 years. While the brewery has built a loyal following, it recognises the need to attract younger drinkers (or beer newbies!) who are being drawn to Batemans through their pub experience of quality beer. They also realised that in the off-trade there is real craft and value to be had in bottled ales.

According to research by national brewer Marston’s, 34% of ale shoppers are motivated by attractive labelling to try new or different ales and 60% of ale drinkers are ‘experimenters’ who are willing to sample new ales and craft beer. These are the people Batemans set their sights on.

Central to our design approach was elevating the premium values of the Batemans brand and reinforcing its credentials as one of the UK’s leading brewers. We took the decision to create more stand out by giving the Batemans logo pride of place on the bottle neck. We simplified the brewery’s familiar windmill icon and locked it together with new lettering and the brewery’s tagline ‘Craft Brewers since 1874’. Next, we created a ‘stamp of authority’ to adorn the corner of each front label, highlighting Batemans’ long-established reputation as a brewer of quality beer.

The Mocha, XXXB, Victory, Combined Harvest and Dark Fruits bottle presentations were all revamped to bring the beers up to date with modern consumer demands. The new design approach brought uniformity, currency and renewed engagement to the brand. Batemans’ old wavy bottle labels, which were often difficult to work effective designs into, were replaced with rectangular labels that allow the contemporary lettering and new imagery to shine out. Working closely with Midlands-based printer, Darley, we introduced brighter colours and a combination of matt and spot gloss varnishes. A delicate use of gold foiling also added sophistication and reinforced Batemans’ premium values.

Work scope

  • Logo evolution
  • Packaging design
  • Illustration
  • Copywriting

Happy client

“The new label designs have had very positive feedback. They fulfilled the brief perfectly, which was to refresh the range, keep a brand consistency and improve visibility, as well as creating shelf appeal for new customers, whilst ensuring they were still recognisable to existing customers. In short, we are really pleased with the results.”

Sue Jacobs, Operations Manager