Rock steady

Nottingham’s Castle Rock is one of the UK’s leading independent breweries. Eight years on from creating its acclaimed brand image, we were delighted to be asked to give it a refresh to keep it current in an increasingly competitive market. Building on Castle Rock’s market leader status, we introduced a new corporate font and colour palette and reinvigorated the distinctive barrel logo, simplifying its detail to improve standout and print flexibility on glassware, display materials, clothing and merchandise. Castle Rock’s beers received a similar treatment. We made the cask pump clips larger and redesigned each one to maximise impact at the bar. We also introduced new label designs to the brewery’s bottled beers, enhancing their premium appeal and shelf stand out.

Integral to both tasks was remodelling Elsie Mo, one of Castle Rock’s flagship beers, by replacing her out-dated, saucy pin-up pose with a new design celebrating the role women pilots played in the Second World War.