Say ‘Scotland’ to someone and the stereotypical images conjured up are tartan kilts, Highland cattle and thistles. So, when Belhaven, a Scottish brewery wanted to refresh its 300-year-old brand, it faced a challenge.

Scotland’s oldest brewery wanted to appeal to a new and younger audience with its craft beer range while keeping its traditional brand image and avoiding the usual clichés of both Scottish and beer branding. London based branding agency, Ziggurat Brands, took on the challenge to produce a new design. A crest shape was developed using the brewery’s iconic maltings chimneys providing a traditional yet contemporary image.

Marketing manager at Belhaven, Gordon Muir, says, “Not everyone will know the story behind [the chimneys], but it invites drinkers to read more about the heritage of the brewery on the label, building a story and mythology around it which is still proudly Belhaven.”

The beers were given names such as Twisted Thistle playing on Scottish stereotypes and appeal to the caustic sense of humour. Each flavour of beer has also been given a three word description to accompany the hand drawn illustration.

The new imagery has been rolled out across all the point of sale materials including pump clips, beer mats, towels and t-shirts.