Charnwood Brewery logo featuring Clarence the fox, the Loughborough local brewery mascot.
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Charnwood Brewery

Full brand identity, packaging and online shop

Charnwood Brewery is an award winning micro-brewery known for quality, craft, cask conditioned beer. In permanently high-demand, the sought after brewery supply to pubs, hotels and venues in and around Leicestershire and Nottingham, as well as providing bottled beers for sale in local shops, restaurants and at the brewery shop and bar.

Brewery branding

The design team worked closely with Brewery founders, husband and wife duo Andrew & Andrea Reed to develop the initial brand and styling for the 2014 launch. It soon became clear that the family-run Brewery required a distinctive brand identity with a heap full of personality.

Illustrative Charnwood Brewery Poster showcasing the brewery, local pubs and customers.

The market for craft beer has exploded in recent years and the market aesthetic provided plenty of scope for creativity. The challenge for our design team was to build a craft-beer brand that stood out.

‘Clarence’ the fox logo began as a nod towards the borough of Charnwood’s own fox icon and quickly evolved into a Brewery mascot. He proudly adorns the stylish Brewery building; is quickly and fondly identified by pub locals at the beer pumps; can be spotted zooming around town delivering orders on the side of the Brewery van and appears across a wide range of merchandise.

The eggs (as we affectionately call them!) have been fantastic to work with. They have listened to our ideas, understood our product and its customers and created a visual identity for our brewery of which we are both confident and proud!

Andrea - Head Brewer

Video from Tale Production

As well as the main identity, the Brewery required designs for their core beer range and their growing number of seasonal and guest beers. Playful, stylish and at times nostalgic – the illustrated pump-clips and bottle labels have become a core part of the wider brand identity and each have a recognisable identity of their own.

The award-winning quality of the craft beer along with the flexibility of Charnwood Brewery’s brand has secured a fan-base and strong brand-buy in. Customers collect the new bottle designs; return to the brewery to stamp loyalty cards and a chat with one of the team over a beer on a Friday evening.

Brand identity including Clarence the fox for Charnwood Brewery, a Loughborough local brewery.
Brand identity and beer mat designs for Charnwood Brewery, a Loughborough local brewery.

Online Shop

Alongside the brand evolution, a dozen eggs developed a website for Charnwood Brewery that would cater to its multiple audiences. Visitors can find out about the brewery itself and use the online shop, CAMRA enthusiasts can learn which pubs beers are served in, whereas pub landlords and stockists can view a full list of both the permanent varieties and monthly specials.

view website

Charnwood Brewery beers lined up in a row. Featuring; Fox tale, APA, Charmer, Liska, Try Hopped and IPA.
Ecommerce site for Charnwood Brewery, a local craft beer establishment based in Loughborough.


The website is part of our ongoing relationship with Charnwood Brewery, responding to changes in the business and the market as well as keeping up with their brewing innovations! The brewery branding we have created is flexible enough to do the same, as well as embodying a sense of fun – sometimes cheeky fox mascot Clarence pops his head round a corner of the website unexpectedly. Look out for him when you visit!

Illustrative scene of Charnwood Brewery in Loughborough and it's surroundings