The team behind the business consists of musicians and music fans alike and today’s (15 November) double announcement marks a new chapter for the music-inspired brewery, based in East London.
Signature Brew co-founder Sam McGregor said: “There’s no better time to refresh our cans and logo than with the arrival of our new home and the jump in quantity and further increase in quality that it’s already delivering.”
State-of-the-art brewery
He continued: “Because of the concept of our brewery, we want to go around all the UK, taking our beer to music venues and festivals. But in the past, we’ve not had enough beer.
“Now, we’re able to have conversations with bigger customers and look more towards a national distribution.”
Thanks to its crowd-funding campaign, Signature Brew has been able to build the UK’s most state-of-the-art brewery for its size and, in turn, quadrupled capacity to an initial annual output of 20,000 hectolitres (4 million pints).
Art, energy and passion
Carefully timed to coincide with the launch of their new brewery, Signature Brew’s rebrand draws on the art, energy and passion of live music.
Each can riffs on a blend of genres from punk rock, to jazz, to the psychedelic and comes with expanded gig poster artwork.
The range of art styles aims to mirror the brewery’s love of all genres, the creativity of their brewers and the diversity of the musicians they work with.
Ticking boxes
McGregor continued: “Why shouldn’t our core beers look as exciting as our collaboration beers which we’ve created with bands over the year?
“We've created a vibrant character around each beer that ticks a lot of boxes.
"We’ve made sure that it works as a normal beer on the shelf but is also really unique and has its own identity.”
Kicking off with a party
Following the launch party, the onsite taproom The Brewer’s Bar will be open to the public on Friday evenings from 5pm and Saturdays and Sundays from 12pm.
“Our new brewery provides a new home for beer and music in East London and we’re kicking it off with a huge party this weekend.
"Coupled with our vibrant new branding which celebrates the spirit of live music, it’s a really exciting time for the brewery and our drinkers."
