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Winning new labels enhance Roosters appeal

Chesapeake Bristol has just enhanced a range of award-winning labels for Roosters Brewery, Knaresborough. The label designs secured two awards at the recent Society of Independent Brewers (SIBA) ceremony, held in Sheffield. The brewery beat its rivals to scoop ‘highly commended’ in the ‘Best Range of Bottle Labels’ and ‘Best Total Design Concept’ categories.

Paul Humpage, business development manager at Chesapeake Bristol, said: “We knew the labels were special and we were keen to demonstrate that we could further enhance their appearance by using the latest printing effects.”

Over the years, Chesapeake Bristol has developed its services to the independent brewery market, building a large client base and a coveted reputation for quality and innovation. In 2012, as sales were increasing, Roosters Brewery decided that a brand refresh would create wider appeal, increase recognition and further lift sales.

Roosters Brewery worked with Harrogate based design agency, The Lift Agency, to re-invigorate the look of its brand. The agency wanted to maintain the brewery’s reputation for hand-engineered artisan beers made from hops from around the world while creating a suite of labels that stood out on the shelves. The new branding allows the consumer to make an informed purchasing decision and build loyalty.

Paul continued: “We were able to offer advice on the various print and finishing techniques available so the new labels delivered maximum shelf impact. We achieved this by using contrasting varnishes and exacting print registration. The quality of the labels also reflects our recent investment in new equipment and the latest print finishes and effects that we’ve developed.”

Speaking about the labels Roosters owner, Tom Fozard, said: “The brewery’s growing sales made it essential to work with a well-known label supplier who could help manage brand consistency. Chesapeake ticked all the boxes from quality to innovation as well as economies of scale on pricing. The feedback we’ve received from customers and consumers alike, since the rebrand was completed, has also been very positive and reinforces our belief that it’s equally important that the quality of our design imagery matches the quality of the beer we produce in cask, keg and bottle.”

23 April 2014 - Felicity Murray The Drinks Report, editor