Following acquisition of Bath Ales, St Austell needed to bring together the brands, the portfolios and their people, while still allowing the individual breweries to retain their pride, history and sense of self.
Working with the Board, stakeholders, all operating functions and their hospitality network, Brand Potential identified a shared belief across the two businesses – the commitment to Doing Things Properly. This applied to products, to retail, to people and commitment to the community.
We created a unifying brand story, a shared mission and a group name – the St Austell Family Group. Thus enabling the St Austell portfolio and the Bath Ales portfolio to keep their identities under a new brand architecture, but share one story for employees, trade and retail partners.