Achieving National Profile for a Regional Brewery Rebrand
The team was tasked to communicate the new corporate identity for Woodforde’s, Norfolk’s largest Brewery, to national trade and regional media. The rebrand was integral to the strategy to build a stronger national profile for the Brewery and its brands.
Woodforde’s was replacing its Norfolk Boat logo with Norfolk’s favourite son, and one of Britain’s greatest military heroes, Admiral Lord Nelson. The Brewery wanted to reflect its national aspirations without alienating its long-standing regional customers and consumers.
The new identity incorporates a Nelson silhouette which represents Norfolk, known as ‘Nelson’s county’. Nelson is one of Britain’s most heroic and recognisable figureheads and noted for brave and inspirational leadership.
The team ensured that all communication included the fact that the Brewery was involved in supporting local activities such as the sponsorship of the Nelson and Norfolk exhibition at Norwich Castle Museum.
Regional media were invited to the Brewery to interview the Woodforde’s team on the day of launch and all customers were invited to a rebrand event hosted at the Nelson exhibition.
The new identity achieved high profile coverage in a wide range of national trade publications as well as excellent regional press and radio exposure. The re-positioning communicated the key message that Woodforde’s is now a national player with brands relevant in taste, style and design with its roots firmly in Norfolk.