Dent Brewery

Dent Brewery Re-Branding Exercise

Dent Brewery is a small "boutique" brewery based in the Yorkshire Dales, producing a range of 6 beers. When the brewery realised that it needed to look at refreshing its style, they came to us.  

Our main approach looked at repositioning the brand both in the market place, and start to move it out of the traditional narrow demographic areas associated by "Real Ale" drinkers and attract a new and younger, more experimental drinker.

At the same time the brewery cannot be seen to completely ignore their main customer base, in favour of a more faddish market, so we looked at keeping several themes associated with the 'traditional' face of Dent but looked at them in a totally new way.

Sheep. The whole area around Dent is hill farming country, so we have used not only the Swaildale Sheep as a feature on each of the product brands, but the shape surrounding the 'Dent Brewery' is reminiscent of a ram's horn. The shape is also unusual, so that the product stands out from its traditional competition as something new and 'different'.