/Case 008
Brockley Brew Co.
2023
FMCG
Identity
A microbrewery,
scaled without the gloss.
A South London brewery doubled SKUs and entered Tesco without losing the regulars who carry it home.
The locals still recognise themselves on the can. Tesco recognises a system.— Ben Otieno, Co-founder, Brockley Brew
/ 01 · Brief
Same beer. Bigger shelf.
Brockley had built a loyal South London tap base on hand-drawn cans. Tesco wanted them national. The founders worried about looking acquired.
Same problem as Orchard & Oat. Different solvent.
/Case 0082023
[ Range — 22 SKUs ]
/ 02 · Approach
We kept the handwriting, built the system.
The hand-drawn marks stayed. We rebuilt the underlying grid and a 22-SKU colour code that read at six metres in a multiple.
The brewery's founder draws the limited-release cans. The studio hand-letters the new ones in the same hand.
/Case 0082023
[ Tesco endcap — six-pack carton ]
/ 03 · Outcome
Cans-per-week up 340%.
Volume scaled. Tap retention held at 96% — the regulars stayed.
The brewery's owner still drinks at the Brockley Barge on a Friday.
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