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Harvey’s of Lewes is the oldest independent brewery in Sussex and is renowned for its wonderful range of fresh ales, created in a traditional brewhouse that dates back to pre-Victorian times. The brand had evolved over the centuries and lacked brand management, or visual equity. After over two centuries of growth, the brewery was starting to experience market erosion by the the new wave of brewers. Our brief was to re-establish Harvey’s brand credentials, and both harmonise and premiumise its range of beers. As well as creating new product development: creation of a new craft, unpasteurised keg range; development of new packaging formats.
We implemented a series of workshops that involved all the stakeholders, including key brewery staff - and involved them in the whole design process. The outcome was the total redesign of the brand and the positioning of Harvey's for a fresh generation. The key brand components include: classic lettering, that was specially redrawn; a silhouette of the brewery, in copper to emulate the copper brewing vessels; fresh teal blue inspired by the Sussex coast; the textured white, inspired by the local limestone cliffs. All elements are carefully balanced to create a unique brand look that gives clear stand out and differentiation in an overcrowded market. The brand represents the story of a cherished family brewery that uses only local sourced ingredients, a business that is at the heart of the community in Lewes, Sussex and has been for over eight generations. Key words for the brand:Pride, Fresh, Premium, Quality, Local, Sussex.
The brand has received universal acclaim from family, staff, the trade and consumers. Orders have already been won on the quality of the rebrand, and whilst it is still early days, the rebrand has already breathed new life into the brewery and all those associated with it.
Having looked into many design agencies, we decided on WPA Pinfold’s solid expertise. We felt that their in-depth knowledge of the brewing industry was key in ensuring our brand was in safe hands. The designers respected our heritage while enabling us to move forward and reach a fresh generation of drinkers. - Sales and Marketing Manager