J.W. Lees

Cask Ale

In response to a brief set by squad.co, as part of a University project. J.W. Lees cask ale rebrand was targeted towards the ‘younger’ drinker generation, to educate and excite them about the unique and tasty flavours that traditional ‘real cask ale’ brew has to offer.

J.W. Lees cask ale had to become a powerful symbol for what it means to be a modern craft beer drinker who demands flavour.

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The re-brand focuses on the traditional spiral copper kettle — ones used to originally brewed cask ale. This silhouette graphic of the kettle acts as an accreditation / certification of authentic cask ale brewing and therefore a powerful ‘seal of approval’ symbol, directly linked to the J.W. Lees cask ale brand.
Accompanied by this are three modern concept flavours for ales — using citrus fruits similar to other popular brands of IPA’s.

Complete project documentation here

24–03–2021

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