JW Lees
JW Lees cask ale must become a powerful symbol for what it means to be a modern craft beer drinker who demands flavour. The problem is that cask ale is seen as an older person’s drink: dispensed through an odd hand-pulled pump into boring pint glasses and supped by flat cap-wearing grandads. We need to make a new generation of beer-drinkers appreciate that cask ale is the daddy of all craft beers – it’s the original beer that spawned a new generation.
The brief required me to create a new range of cask ales, which I would then create a brand identity for. JW Lees focuses on their heritage, therefore I decided to explore the concept of storytelling and history. Each beer is based on a different point in time in JW Lees’ history:
