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JDO designs new look for Shipyard

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Marston’s and JDO Brand and Design have come up with a new brand identity for the Shipyard beer range. The Shipyard Brewing Company, based in Portland, Maine, has been making beer for nearly 20 years. Marston’s hold all rights to the brand in the UK.

With the launch of the first permanently available Shipyard American Pale Ale in May 2013 and American IPA in 2015, Marston’s partnership with Shipyard has gone from strength to strength. Following the success of the brand in the UK, Marston’s identified an opportunity to develop the brand further and increase the range to satisfy the thirst of British drinkers for American craft beer.

JDO was challenged to unlock the potential of the Shipyard brand through brand extension opportunities and a new look for the brand. The agency was briefed to make ‘Shipyard’ the umbrella to brand extension routes and communicate its authentic American heritage whilst…

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