Craft beer may be touching the lips of more newbies than ever before, but the stereotypical behaviours and views of the craft pack remain.

When you’re a craft brewer who can more than match them on liquid, but also are the awkward one in the room you need to play by some rules, but also create your own ones to prove you’re not another team of craft beer .... (you know the rest).

MAKE IT RIGHT

What’s craft beer anyway? After what seemed like endless and fruitless conversations, we thought about the bigger question - how does SALT play its role in getting all those craft curious drinkers to give craft a go? All whilst still retaining SALTs famed intuitive, instinctive and independent craft credentials.

The tension of the team at SALT being ordinary folk on one side of the bar and anything but on the other side gave us the chance to tell the SALT story and its beer in an authentic, but not typical craft way.

MAKE IT MATTER

Our SALT brand refresh took the notion of excellence without ego, very deliberately not adding to the noise that is rife in the sector. Instead, SALT would swerve it all and show itself in ways familiar and appealing to the craft curious, not talking beyond them as the now established set do. 

That meant packaging that was designed from a navigation and selection perspective, not a contest to see how many jazzy graphics and colours could be wrapped around a 330ml can. It meant product comms talking directly to those looking for something familiar enough, but equally different to spark some intrigue. Whilst our focus was to get SALTs core range in front of more craft newbies, we’d still leave enough room for the product lines and comms targeting the craft connoisseurs out there to keep the craft edge and expertise on show, but only for those that were looking for it.