Brief
To rebrand Moorhouse’s and position it as a contemporary brand that appeals to both the traditionalist and the new craft drinker. Redesigning the current range and developing new ranges and range extensions. In the client’s words, he wanted to employ a brand consultancy that knew the market and he didn’t have to spend time teaching them the idiosyncrasies of the brewing sector.
Moorhouse’s have a fantastic reputation for the quality of its beers, however their image was tired, outdated and misogynistic. The beer market has become very crowded and highly competitive and it was imperative that Moorhouse’s developed a reputation for being forward-thinking and respected for what it does best – quality beer at a fair price. The decision to totally rebrand and reposition the beers was a commercially brave move, the core drinker was male, middle aged, provincial and traditional. However, the move was a ‘no brainer’ from an ethical and future proof stance – having scantily clad women in provocative poses is not for today’s world…
The additional challenge was to retain the brand’s core drinkers (Burnley and regions), whilst also positioning new beers for urban drinkers – primarily in affluent and trending parts of Manchester.
