The new Sharp’s identity features a wave holding device ‘which talks about the North Atlantic coast of Cornwall’, where the brewery is located, says Buddy creative partner Mark Girvan.
One of the main drivers of the project has been to raise Sharp’s profile, as the brewer is mainly known for its flagship beer Doom Bar.
Buddy was brought in at the beginning of the year and appointed after a credentials, creative and strategic pitch process.
The scope of the project means some categories and products are being renamed and all packaging is being refreshed.
Under the premium ale category, Doom Bar will have a light refresh, incorporating the new Sharp’s identity, Own will be renamed Original and Special will have a refresh.
The packaging for Coaster – one of the first beers to be introduced when the brewer was founded in 1994 – will be updated, and a new cask ale, yet to be introduced, will be named.
Buddy is also working on the rotating Connoisseurs range, for ‘discerning drinkers’, its Seasonals sub brand, and a Craft selection, marketed to the modern consumer.