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 are the awkward one in the room you need to play by some rules but create your own ones to prove you’re just not another bunch of craft beer w……

MAKE IT MOTIVATING

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 interested? All while still retaining SALT’s 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 - one of excellence without the ego.

MAKE IT MATTER

Our SALT brand refresh embraced its outsider tag, deliberately avoiding the noise 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. That meant packaging designed from a navigation and selection perspective. It meant product comms talking directly to those seeking something familiar yet different to nudge them outside of their comfort zone. Whilst our focus was getting SALT’s core range in front of more craft newbies, we’d still leave enough room for those beers targeting the craft connoisseurs out there. Keeping the craft edge and expertise on show, but only for those that were looking for it.