Jam, the integrated communications agency, has been appointed by Hydes Brewery following a competitive pitch to revitalise its established Beer Studio range of cask ales.
The Beer Studio, which is dedicated to experimentation and innovation of cask ales, required a complete re-think to ensure longevity and remain relevant in a competitive market place. Jam’s fresh approach is set to completely reinvigorate Hydes’ Beer Studio and create a real point of difference.
To account for the continuous evolution of the range, Jam’s winning concept taps into the world of art and creativity providing infinite naming and design opportunities as the range advances. The agency has devised a suite of exciting and unusual names, including Wildfire, Honeybrew and Dawnbreaker, along with captivating artwork for each cask ale in the range that relates to the beer through its colour, flavour, ingredients, aroma and brewing process, providing stand out and a conversational piece at the bar.
In addition to the revitalised brand, Jam will be responsible for the design of pump clips, marketing collateral and digital assets for the refreshed Beer Studio range, which is set to launch in January 2019.
Paul Holmes, Marketing Manager, Hydes Brewery commented: “Jam truly demonstrated their passion for the brand and their winning concept provided the powerful impact we were looking for whilst honouring the experimentation and innovation we apply to the production of the cask ales in the Beer Studio range. We’re very excited to launch the refreshed look for the range in early 2019.”
The reinvigoration of the Beer Studio range is one of many creative projects Jam has undertaken with the independent Salford-based brewery over the past five years. The agency conceptualised and branded Hydes’ Abel Heywood pub and boutique hotel, based in Manchester’s Northern Quarter, including its full suite of marketing collateral, for which Jam won Best Print Design at The Drum Awards 2015.
In addition, Jam devised and created the brewery’s Kansas Avenue Brewing Company range, comprising 12 beers per annum (one per month). The agency has also been responsible for the branding of a number of other of Hydes’ managed and tenanted pubs in the North West and North Wales, including The Robert Gillow (Lancaster), The James Watts (Cheadle) and new Wilmslow cocktail bar and craft kitchen, Camarena.
Dave Gee, co-founder and Creative Director, Jam added: “It’s a great accolade to work with such a high profile and leading business and we are thrilled to continue to develop our relationship with Hydes Brewery. Our creative concepts will ensure the products reflect the energy and passion of the business, as well as the unique character of the Beer Studio range.
“We can’t wait for the range to launch next year and of course, to have a taste!”
Jam has a wealth of experience in the food and drinks industry, including TV chef, James Martin’s online home delivery service, Life, Fork, Spoon, as well as HM Pasties, Gilberts Foods, Holdsworth Chocolates and Lancashire Tea.