A history of naked ladies
Twickenham Fine Ales, London’s oldest microbrewery, had established a reputation for great real hand-crafted beer where you can taste the hops.
But with the explosion of craft breweries the TFA brand was beginning to look left behind. Pubs and retailers were being seduced by the ‘new boutique boys’, and TFA badly needed to fight back. It was no longer enough to rely on a reputation for great beer, you had to look the part too.
TWICKENHAM FINE ALES AWARDS
The devil is in the details
From the Naked Ladies statues that stand in the gardens of York House to the migrating flock that passes over Twickenham each year, each beer's signature visual is linked to something within a 'hop' of the brewery.
Sales up 123% and pub distribution up 40%.
Every beer articulated its taste profile giving the drinker an anticipation of the flavours. The iconic arch shape, inspired by the Twickenham bridge, gave the beer real 'pump appeal'.
It takes old hands to make new brews
Older and wiser
Twickenham Fine Ales (TFA) is London’s oldest microbrewery. Founded in 2004, Twickenham has been at the forefront of the resurgence of breweries in London. The brewery was built from a ‘love of hops’ and creates award-winning beers.
The brewery wanted to expand and create a range of craft beers. The challenge was how to leverage what the brewery stood for and use it to stand out in the complex ever-changing market of craft beers.
We spent a lot of time in the brewery getting to understand the process of creating craft beers. (We are nothing if not thorough!) What impressed us most was the skill and knowledge of the brewers at TFA – they are not fresh out of the city accountants following a dream to launch a beer, they are older, wiser and have a real knowledge of the craft of what makes a great beer. They have the certificates to prove it. The idea comes from the clear obvious advantage ‘it takes old hands to make new brews’.
The use of copper comes from the barrel the brewers sit around in the brewery talking about hops and flavours. We printed a raised varnish of a rough handprint onto the copper so each bottle feels like shaking hands with the old brewer himself. The copper is a link to the tradition and craft of beer making.
The second vibrant colour palette was created to illustrate the exciting new flavours and combinations the range launched.
The final design has modernity, craft, confidence and standout. A design that reflects the skill that had gone into making the beer.
It is still too early to get any real feedback on numbers however the brand has certainly opened up a whole new market for TFA. They are seeing a far younger audience engaging with them than ever before and already opening up new distribution channels they could not engage with before with their existing ale range.