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How do you rejuvenate an ailing brand when money's tight and the marketplace congested?
Fyne Ales is a speciality beer brewed in Argyll, Scotland. Five years into trading, the brand was suffering declining sales and struggling to gain listings in both the on and off trade. The product itself was first rate yet poor presentation was holding it back. Tasked with re-branding, Good had to differentiate Fyne Ales from the competition, create impact on shelf and stay true to the brand's artisan roots.
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The old packaging lacked clarity, looked amateur and was expensive to produce. Utilising a bold typographic structure, vibrant colour palette and a unique headline font for each beer, we created economy in production and shelf stand out. By designing all the labels and fonts from one template, it made it easy for the Fyne Ales team to replicate. It also made our client's budget work much harder.
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Since the re-design, Fyle Ales has acheived a staggering 49% increase in sales, outperforming the market by 30.6%. The new label design saved over £12,120 in production costs and the brand has secured new listings in Waitrose and Booths supermarkets. The future looks good too, with volume output set to quadruple by 2010 and the company securing its first ever export deals in overseas markets. Closer to home, much-needed jobs have been created in the local community due to the brand's success.
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*It doesn't just end here.
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