A Heroic Rebrand For An Iconic British Beer

We worked with British brewer & pub operator Shepherd Neame
to reinvigorate the branding for their iconic Spitfire Amber Ale.

The Challenge

Spitfire was first launched in 1990 to commemorate the 50th anniversary of the
Battle of Britain and raise funds for the RAF.

Since then, it’ s won the hearts of British beer lovers and earned a number of
impressive accolades, like being granted Protected Geographical Indication
status (the same as Champagne) and receiving a Royal Warrant.

But as a new generation of beer drinkers arrived in an increasingly saturated
market, the classic brew needed a modern rebrand.

The Bright Idea and the Brilliant Execution

Taking inspiration from the brand’s namesake airplane – one of the most famous
models in the world – we wanted the visual identity to evoke the same sense of
speed, power and heroism.

We incorporated the plane motif in a new brand logo, with the Spitfire ’s slipstream
slicing through the center of the lettering.


Then we built out a broader brand world that celebrates the camaraderie and
loyalty we each encounter in our everyday lives.

The Result – Meaningful Change and Tangible Efficiencies

The rebrand reconnected Spitfire with existing fans, while also appealing to a whole
new audience.

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