Daniel Thwaites Signature Ales
CLIENT: Daniel Thwaites

Daniel Thwaites first started his brewery in 1807 in Blackburn, Lancashire. Over two centuries later it is now one of the largest family brewers in the country, with on-trade sales focused across the North West. Following a refocus on the business, the decision was made to reduce its contract brewing and concentrate on its own beer brands, where the real profit lay.

WPA Pinfold were approached to redesign and reposition Daniel Thwaites Signature Range of seasonal cask ales and 15 pump clips. The new design focused on clarity and style, with simplicity that gives the range credibility to stand out from the typically cluttered bar top.

The redesign was rolled out in January 2011 and saw an 87% increase in volume sales for the first quarter, compared to the previous comparable period in 2010. Likewise, there was 160% increase in profit and net profitability was up by 39.2%. What’s more, three new Signature Range national accounts with Wetherspoon, Punch Taverns and Ember Inns enabled Thwaites to sell in their permanent range and additional new beers.

The DBA Design Effectiveness Awards recognise the return on investment that a coherent, well-thought-out and professionally executed design strategy can achieve.