Founded in 1994 Sharp’s offered a disparate mix of ales designed to look like they’d been around since the 1800s. Doom Bar was their hero beer but younger consumers were proving hard to reach due to a traditional old-fashioned positioning. In 2011 Molson Coors recognised the untapped potential of the brewery and needed to open-up the portfolio to drive overall growth – Buddy got involved to help.
Our first step was to reposition Sharp’s pushing its provenance and contemporary brewing credentials to the fore. Our new wave identity embraced Sharp’s youthful and pioneering Cornish spirit building a clear connection between all its beers. A step-by-step approach was needed to retain existing consumers and attract new interest. We’ve been evolving and strengthening the wave ever since injecting new life into every touchpoint.
Now in 2025, the latest phase is hitting the bar to reinforce Sharp’s position as an innovative, united Masterbrand brewer. Each specific product story is brought to life with a bespoke vibrant representation of Cornwall’s natural elements. The energy of the brewery is captured through a fresh flexible palette – enabling it to further stand apart from the traditional beer category and opening the door for innovation. Anchoring this masterbrand approach unites the portfolio making it easier for customers to serve a range of Sharp’s beers and enticing consumers to savour its growing portfolio.
“For our latest evolution of the Sharp’s brand, we needed to reassert our authentic millennial, coastal origin, shed misconceptions Sharp’s Brewery is 150 years old and make Doom Bar feel more inclusive and distinctive.
Enter Buddy Creative. A class act… they bring not just experience but talent, passion and collaboration, a rare combo.
The deep level of mutual understanding and trust developed with Buddy in just over a decade could be held up as an exemplar in any relationship counselling. Collaboration, that’s where the magic happens… unlocking value beyond the brief.” James Nicholls, Marketing Controller
“Buddy isn’t just a design agency; they’re a valued extension of our brand team. From concept to execution, they were all-in, providing support every step of the way to bring this complex project to life – The results speak for themselves!” Lisa Piechowicz, Brand Manager
Source: Buddy Creative
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