Calvors Brewery

Branding, printed literature and point of sale materials

Task

Calvors was an innovative brewery from the Suffolk countryside. Founder, Alec Williamson asked me to aid with design on a range of promotional materials that would help spread knowledge of the brand and teach consumers the difference in using natural ingredients and traditional methods rather than mass manufactured, commercial beers.

Process

I worked on introducing these key selling points onto promotional materials such as beer mats and leaflets and sell sheets. These enabled staff to educate potential buyers at trade shows and festivals and to encourage home bottle sales so customers could learn what each food the beers could be paired with.

A new strap line was developed over time from Pure English Lagers to Hand-crafted English Lagers. It was sparked by a shift in the market and rise in popularity for craft beers, as promoted by quality British brewers Brew Dog and Freedom.

To set Calvors apart from mainstream lagers, I developed eye catching point of sale materials, creating new high contrast design for the bar pump lenses (logos) that would stand out against the other lagers and be visible from five metres away in low lighting, as found in pubs and bars.

For the glassware, I produced a unique design based on a stylish staff shaped pint glass. The name ‘Calvors’ was printed length-ways up the glass so that when tipped to drink the name could be read and when held in hand, the other side of the class contained the logo and distinct ear of barley.

Other items I also helped to design included the Calvors vehicles, gazebos, bar runners, bottle labels and bottle caps.

Result

Calvors market began to grow nationwide including several pubs across London. They also won several awards including EADT’s ‘The One’ competition which backs the next best local talent. This drove more business to Calvors and allowed them to open their first brewery pub, The Rampant Horse, which I also helped to brand and create a website, signage, stationery and other printed materials.

Following this the brewery expanded its size, branched out into ales as well as lagers and was recently bought out by established brewery Lacons.