With the emergence of trendy microbreweries and the explosion of the South African craft beer market, the guys at Bridge Street Brewery changed their distribution strategy from serving only on-site to bottling for the retail trade. Strategy were approached to re-brand the Baakens Valley brewery and to elevate the brand beyond its location.
After extensive research, Strategy developed a positioning around the brewery’s legendary founder and South Africa’s original craft beer brewer, Lex Mitchell.
Working alongside the master brewer and inspired by his Scottish heritage, the beer names guided each design, merging medieval elements with contemporary aesthetic – a reminder of a time of knights and pewter jugs. The end result is a distinctive identity for each of the four beers and two ciders that appeals to the craft beer enthusiast.
The refreshing re-brand included a new logo, packaging, web presence and physical brewery environment.