Robinsons

Telling the 176 Year Old Story of Six Generations

Handcrafted in the historic market town of Stockport since 1838, Robinsons has evolved from a local Stockport brewer to a multi-million-pound establishment owning over 300 pubs across Cheshire, Lancashire, Derbyshire and North Wales. With the sixth generation now at the helm, Robinsons continues to offer a wide range of award winning ales, ranging from heritage brews (such as Old Tom and Unicorn) to lively young ales (such as Dizzy Blonde and TROOPER; brewed in collaboration with Iron Maiden). It’s a winning formula that has earned the company worldwide recognition.

Truth was briefed to define a corporate identity that reflected the heritage and experience gained from over 176 years of trading, whilst delivering a brand with modernity and a forward-thinking approach.


Brand Identity

 


"It was important that we modernised, refined and simplified the brand mark to be bolder, more dynamic and future proofed. But what mattered to us most was that we respected the 176 years of heritage that the family are immensely proud of."

Darren Scott – Founder, Truth.
 


Packaging

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Brand repositioning, 18-months on, has delivered an average of 300% uplift in trade across the pub estate. Managed House, The Airport - 1000% increase.

As a brand which generated mixed reaction in the minds of both trade customers and consumers, Truth engaged with stakeholders and embarked on research to understand the perceptions of the brand in order to re-define Robinsons as a brand and a consistent experience.

Our strategic brand platform demonstrates how Robinsons could retain its valuable equity, whilst creating a fresh approach indicative of the business' insight and investment in state-of-the-art brewing methods. Truth moved Robinsons from simply selling beer, towards selling an experience with beer at its heart.

A modernised brand mark and tone of voice has been brought to life through estate refurbishment, corporate communications and trade literature, plus photography to capture the true hospitality of the brand. Truth is continuing to work closely with the business to develop product branding, consumer touch-points and a comprehensive corporate identity guideline.


Photography

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"We have a wonderful tradition of strong brand identity that stems over 176 years. As custodians of our family business we have now reached a point to move forward with its development and in doing so take a tighter control of our image, how we portray ourselves and importantly our tone of voice. Following heavy investment in our pubs, brewery and beers, we felt it was the perfect time to brew a new look and redefine our positioning."

William Robinson – MD, Robinsons.

 
 
 


"I want to acknowledge the support and contribution of Truth, who have developed the new look for Robinsons. 
They clarified through a meticulous process the importance of owning and taking control of our brand, but also allowing it to evolve and breathe. From the onset they understood us and what Robinsons was all about.
They were sympathetic to our traditions and heritage, but equally the need to drive forwards and deliver the company's ambitions for the future."

Neil Robinson-Stanier, Robinsons.


Brand Video