Squad unveils its seasonal beer range for JW Lees

December 04, 2019
 The full range of designs The full range of designs

Squad, the brand-building firm who specialise in position, announced today they are behind the designs for JW Lees' 2020 seasonal beer range.

The limited-edition beers will be released in two-month cycles, starting in January 2020 with Big Bad Wolf, a 3.6% forest fruit red ale. Squad created the names and designs for the beers, working with hand-lettering artist Alison Carmichael on the illustration. The names and designs are rooted in the style of the individual beers.

The seasonal range is brewed to offer something new and different to the permanent range. In an extremely competitive market, it's vital they immediately stand out. However, the new brand strategy we introduced in 2017 was to create a family of beers that conveyed a stronger JW Lees brand. We needed a design solution that would make the seasonal beer range feel different yet still intrinsically JW Lees."

Strategy Partner at Squad, Rob Gray

Big Bad Wolf

Creative Partner at Squad, David Barraclough, explained: "The JW Lees beer identity celebrates deliberately diverse typography. By continuing with typographic designs, we could maintain the family feel of the beers. Where the core range favours muscular display fonts, many with industrial heritage, we brought in a guest lettering artist with a more fluid approach. Alison Carmichael's lettering ensures the beers stand out in the market, and from the core beers, as well as unifying the designs across the year. We also created names that linked to the time of year or beer style, and which made for distinctive, memorable bar-calls.”

We've enjoyed developing a series of beers that offer something different from our core range. Experimentation within our microbrewery, the Boilerhouse, has inspired this progressive thinking. This is a great step forward in interesting and exciting cask ale, with beers that will stand out from the crowd."

Michael Lees-Jones, Head Brewer at JW Lees

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