Branding and identity
The target audience is a mix of traditional working-class industrial workers and new residents working towards renewal and regeneration of the local economy and culture. Working with a “modern industrial” theme, the branding leans heavily on the coal mining history with a logo inspired by a pile of coal dust and stylized illustrations of the mining equipment seen throughout the valley.
The color scheme is primarily black and white to represent the industrial past and clean future of the region. Additional colors are used on package designs that convey the key ingredients of the types of beer. The logo, signage, and package designs also include Welsh translations to include the local culture.