Brewing Great Experiences for the Generations to Come

The Potential

St Austell Brewery stands as a beacon of Cornish heritage, brewing for over 170 years with deep roots in Cornwall's cultural fabric. Yet heritage alone doesn't guarantee relevance. The brewery faced a critical inflection point: how to honour its storied past whilst capturing the imagination of a new generation increasingly disconnected from traditional brewing narratives. The opportunity was clear, transform St Austell from a respected institution into a dynamic, forward-thinking brand that speaks to both legacy and innovation.

The Insight

Our research revealed a fundamental tension. Whilst older consumers valued the brand's heritage and authenticity, younger audiences saw it as dated and inaccessible. The visual identity felt locked in the past, heavy, formal, and disconnected from contemporary culture. Internally, employees felt the brand didn't reflect the modern, progressive company they worked for. The insight was powerful: St Austell's greatest asset wasn't its history, but its ability to create experiences, whether through craft brewing, hospitality, or community connection. The brand needed to evolve from being more than just "a brewery with history" to "brewing great experiences for generations to come."

The Idea

"Brewing Great Experiences for the Generations to Come" became the North star This idea bridges past and future, acknowledging St Austell Brewery's 170-year legacy whilst positioning the brand as a forward-thinking creator of moments, memories, and connections. The visual refresh was strategic, moving to coastal blues and copper, grounding the brand in place and authenticity, whilst the refined castle asset signals evolution and confidence. The entire system communicates that St Austell Brewery is both rooted and reaching forward.

The Impact

The transformation delivered measurable commercial results:

• Brand Perception: Significant uplift in brand perception amongst target audiences, particularly younger demographics who now see St Austell Brewery as contemporary and relevant.
• Market Position: Strengthened competitive positioning in both the premium craft segment and hospitality sector.
• Employee Engagement: Marked improvement in internal brand alignment and employee pride, with teams actively championing the refreshed brand.
• Visual Consistency: A cohesive brand system enabling consistent execution across all touch points, from corporate communications to on-premise environments to consumer packaging.

Beyond commercial metrics, the transformation reshaped how St Austell Brewery is perceived culturally:

• Generational Bridge: The brand now speaks authentically to both heritage-conscious consumers and experience-seeking younger audiences, creating genuine intergenerational appeal.
• Place & Pride: The visual identity's grounding in Cornish landscape and coastal aesthetics strengthened the brand's connection to place, enhancing local pride and community resonance.
• Modern Relevance: St Austell Brewery shifted from "a brewery" to "an experience brand", a critical repositioning that opened new cultural conversations and partnerships.
• Employee Advocacy: Teams became genuine brand ambassadors, with the refreshed identity reflecting the progressive, innovative culture they experience daily.

“Working with Brand Potential on our first major rebrand in over 70 years has been a transformative experience for St Austell Brewery. The agency’s strategic approach and creative vision evolved our brand identity while honouring our rich heritage and positioning us for the future. The new identity goes beyond a visual refresh – it’s a reflection of renewed purpose, values, and sustainability ambitions. The process was collaborative, insightful, and energising, with Brand Potential acting as true partners throughout. The feedback from our team, business partners and customers has been overwhelmingly positive, and the rebrand has played a key role in driving engagement and pride across the business. The rebrand clarified purpose - Brewing Great Experiences for the Generations to Come – aligned with the Crafting a Brighter Future sustainability strategy, and unified messaging across pubs, brands, and wholesale. It reinforced the ambition to be a lifestyle brand of choice and a leading Southwest employer. Despite a challenging year and 45 redundancies, the October 2025 engagement score held at 67%.” - Laura Plum – Marketing & Communications Director

“St Austell has always been about bringing people together. This work gives that truth a fresh language and look for the generations to come.”