Introducing Our Brand Evolution – a proud milestone in our rich history

We’re excited to share with you the next chapter of our brand story. Our first major rebrand since 1954 isn’t just about a bold new identity, it’s about clarifying and refining our purpose – Brewing Great Experiences for the Generations to Come – positively evolving our values, sharing our new sustainability plan, and aligning everything we do with the world we want to help shape. The refreshed platform elevates our identity and better reflects who we are today and underpins our ambitions for the future.

The first thing people will notice is that this rebrand is an evolution, not a revolution. For a business as historic as ours, we have undertaken this journey whilst always respecting and taking great pride in our rich history, and where we stand today, but also embracing a shared commitment to our ambitions for the future and the generations to come.

Our evolved identity draws from our heartland and our heritage – the iconic castle has had an update, and we’ve changed our distinctive black and gold – evolving into a more modern palette of deep blue – inspired by the coastline – and warm copper.

The castle symbol (which first appeared as part of the of founder Walter Hicks’ family coat of arms) is our enduring emblem. The castle has been part of branding in some form since the 1950s. In the new identity, the castle remains at the heart of the brand – but has been reworked in a more contemporary way and reproduced in copper – a colour inspired by our natural surroundings and the brewing process.

An intrinsic part of the rebrand has been the unveiling of our sustainability strategy.

As a family business of 174 years, we remain committed to considering and acting for future generations. We have built and nurtured a legacy that is St Austell Brewery – a positive contribution to the world that stands the test of time. But, in light of today’s challenges on people and the planet, we feel that what a positive contribution really looks like needs to be reframed. Business as usual – particularly for the industries in which we operate – will not secure the future the world needs. We want to craft a brighter future and leave a lasting legacy for the generations to come.

Crafting a Brighter Future is our plan for action. The new strategy is organised around three pillars: Protecting Places, Celebrating Partnerships and Championing People. Our collective goals which underpins this plan, are both ambitious and necessary. We look forward to continuing to share the detail of the plan with you, and how we can also help support you with achieving your own sustainability goals.

You can read our new Sustainability Strategy here.

Our new website proudly unveils our brand story and identity. Our new vision, refined values and sustainability plan, as well as a short showcase film which brings to life our new refined narrative, can all be found on the new site.

Naturally, with over 160 pubs, two breweries, six depots and a fleet of delivery vehicles there is decades of signage and branded materials across the region – it’s going to take a little time to fully update and transition to the new look and feel. And as part of our commitment to sustainability, we’ll only update branding where necessary to avoid unnecessary waste and ensure we use existing materials responsibly.

We’re excited to share our brand evolution with you and hope you enjoy it – you can watch our new brand showcase video here.

Read more about the history of St Austell Brewery here.