St Austell Brewery has unveiled a new look for its flagship IPA – Proper Job – which will hit pubs and supermarkets across the UK from this month.
The brewery says the inspiration behind the rebrand was to “fuse heritage and heartfelt craft with relevance for today’s market”. It features a new typeface and Proper Job’s iconic green is more prominent to maximise stand out.
New brand collateral will be rolled out, including new glassware and pump clips in pubs, as well as new look bottles and can packs in supermarkets. The rebrand is being supported with a multi-channel marketing campaign which will launch in the spring.
Laura McKay, St Austell Brewery’s marketing & communications director, said: “Since the brand launched in 2006 the beer category has changed significantly, and it had been a little while since Proper Job’s look had evolved.
“Proper Job is a famous Cornish phrase meaning ‘a job well done’. Just like its name, we’ve spent over a year perfecting the beer’s new look and testing it with beer drinkers and fans of the brand. Our investment in the brand is all about honouring Proper Job’s loyal drinkers with a design that doesn’t stray too far from its roots, as well as reaching new audiences with its fresh look and feel. There’s absolutely no change to the much-loved IPA’s recipe.”
