Set against a paradoxical backdrop of pub closures and a rising market trend for craft beer, Kelham Island, Sheffield’s oldest brewery was facing increasing competition from a number of new entrants into a resurgent, yet narrowing marketplace. They needed immediate help with their brand which had been neglected over the years. Vast amounts of market research and and competitor analysis drew us away from a creating a new craft beer style brand that lacked heritage and looked like a newcomer to the marketplace.