Burnley had a clear internal identity, but it wasn’t translating. Strengths weren’t being communicated clearly, which meant the brand wasn’t leveraging what made it unique.
Key Issues
The old “Funky Tradition” slogan didn’t land and didn’t speak to our German brewing roots. People associated it with sour beers, which only added to the identity confusion.
The industry knew us for top-notch lagers, but it wasn’t part of the story externally. We weren’t owning our place as a brewery that nailed the classics.
Burnley was doing great things; community programs, inclusive initiatives – but nobody knew about it. The heart was there, but the story wasn’t. Without that connection, our efforts didn’t translate into real brand growth.
As the business grew, the branding became messy: different voices, visuals, and messaging across touchpoints. It needed pulling into line.
COVID kicked off a craft beer boom. Breweries popped up fast to meet the growing demand for packaged beer, often leading with bold, experimental styles. But as things settled, demand dipped, the market crowded, and drinkers shifted back to classic, easy-drinking styles. Meanwhile, most breweries stuck to the same branding formula: edgy, blokey, and industrial. In a market this packed, standing out meant offering a fresh point of view.
