Titanic Brewery Rebrand

The client

Titanic Brewery are a leading independent brewery based in Staffordshire, established in 1984 and 100% family owned from the beginning. Their business has been built because of the quality and consistency of their beers and their abundant passion to the brewing industry.

The work

We created a very simple analogy to communicate the task ahead:

Imagine your brand as a person, a brand evolution is the equivalent of going to the gym, getting your hair done and buying a new suit… NOT having plastic surgery, shaving your hair, and getting a bunch of tattoos.

The work involved looking at the history of the branding for Titanic, understanding it’s roots and creating a new look and colour palette which kept the traditional elements which gives it’s history, but looks to the future with a new, redrawn ship device with connecting bow waves which push through the pump clips to give more prominence to the icon. The hierarchy of the product ‘v’ the brewery were changed as customers buy the product and not the brewery… In the same was you order a pint of IPA, and not a pint of Titanic as this would limit the brewery to one recipe.

The rebrand has evolved into a wider range of applications pump clips, cans, bottles, speciality seasonal packaging, kegs, clothing, merchandise, bespoke glasses and bespoke multipacks. The branding has also expanded to literature and promotional marketing initiatives to retain customer loyalty.

The result

The result has seen the Titanic brand lifted above where it was perceived only a few years ago. Titanic are now seen as a competitor to the bigger brands and they are gathering momentum with their innovation which is backed by a solid design style.

Customer retention and brand awareness is higher than it has ever been. The task set to PHd was to raise Titanic’s brand to become one of the national brewers but still retain their reputation as a independent, ‘beer led’ brewer of consistent quality beers… This has been achieved and is continually improving with new, younger customers coming onboard with Titanic.