MOOR­HOUSE’S BREW­ERY

Computer Arts - - Special Report -

HIGHLY COM­MENDED: WINE, BEER & SPIR­ITS by WPA Pin­fold www.wpa-pin­fold.co.uk In­de­pen­dent Lan­cashire brew­ery Moor­house’s needed repo­si­tion­ing to ap­peal to craft beer drinkers, without los­ing its tra­di­tion­al­ist mar­ket. While its rep­u­ta­tion for qual­ity beer was strong, the brand’s im­age was con­sid­ered tired, out­dated and misog­y­nis­tic, pri­mar­ily ap­peal­ing to male, mid­dle-aged, pro­vin­cial drinkers.

WPA Pin­fold drew in­spi­ra­tion from the brew­ery’s lo­ca­tion “in the shadow of Pen­dle Hill”, and all the many sto­ries and leg­ends that sur­round it. The hill’s iconic out­line looms across the new logo, blended with evoca­tive land­scape pho­tog­ra­phy and dark, moody, hor­ror-in­spired im­ages re­lat­ing to dif­fer­ent as­pects of the area’s lo­cal his­tory.

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