Everards rebrand as decision looms on brewery site

July 1, 2016

I was  invited to yesterday’s launch of the new branding for Everards beers. With big plans for their new brewery, offices, restaurant and cycle centre out near Fosse Park now reaching a crucial stage, the rebrand emphasises the companies Leicestershire roots – hence from today you’ll see their main logo use the portrait of founder William Everard and the words “Everards of Leicestershire”.

EVOL Low Detail Light Base Black & Gold Logo [3-7cm] CMYK

Their four key beers get a rebrand with beautiful nostalgic illustrations from local design agency Juice featuring a Leicestershire fox character, though Tiger retains a distinctive Tiger design that emphasises  its links to the Royal Leicestershire Regiment and to the rugby club.  Beacon is clarified as “Beacon Hill” and Old Original’s design is linked back to the original brewery in Southgate Street

Everards Beer Range Illustration

The new branding also gives a little more information on each beer – hence from today onwards you’ll find pump clips that explain a little more about taste and style   – hence the 5.2  per cent Old Original is described as “rich and fruity amber ale”. I’m all for such clarity at point of purchase and find it hard to believe much beer is just given a stupid name and left to sell itself.

I know some find their beers a little “safe”, but personally I’ve always enjoyed Tiger – a solid well-balanced best bitter – but it was a long while since I’d sipped Old Original and enjoyed a swift half at the launch event very much. I also admire the way Everards – still a family-owned company   – seems to do business. It supports other local food and drink businesses,  keen to have partnerships rather than growth at all costs. Its pubs are reliably good and independent licencees with vision – such as Sam Hagger of the Rutland and Derby and The Forge and Jay Cooledge of the Griffin and Odd John’s –  get the chance to develop their pubs their way.

Oh yes, the new brewery – the move across the ring road to the 12 acre Everards Meadow site is now just dependent on the planning decision from Blaby Council expected in July. Good luck to them.

OLD ORIGINAL POSTER

 

 

 

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2 Responses to “Everards rebrand as decision looms on brewery site”

  1. Kevin said

    So after all these years of us getting used to calling Old Original “Original” (and usually getting it wrong) Everards have now changed the name back! This is going to confuse a few gentlemen that I see every Thursday. I’ll tell them you had it changed for them, Tim, they’ll appreciate that.

    Like

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