Badger Beer, from Hall & Woodhouse, brewed in Dorset since 1777, is unveiling a new brand identity across its entire business and range of products, marking one of the biggest branding changes in its 240-year history.

Following extensive consumer and trade research, Badger Beer is injecting £1.25m into the rebrand which includes a new brand logo and packaging identity, new integrated marketing communications spanning digital, social and print, on and off-trade activation and a new website www.badgerbeers.com.

The changes are designed to better reflect the family-owned company’s Dorset heritage and its 240 years of expertise in crafting characterful beer, whilst modernising the brand and appealing to a broader consumer group.

The new packaging features a new Badger logo which emphasises the brand’s heritage and Dorset provenance alongside its iconic, thoughtful-looking badger which now takes centre stage. The logo has been moved to the more prominent neck label to give each bottle its own individual identity. The bottles also now carry an embossed established date of 1777, furthering the brand’s quality cues.

Anthony Woodhouse, Managing Director of Hall & Woodhouse, said: “We are extremely proud of our family’s 240-year brewing heritage in crafting a diverse range of characterful beers and are delighted to be unveiling our new look Badger identity and range to bring this further to life. The marketplace has moved on at pace in the last few years and it was time to update our brand, making it more contemporary and relevant to the evolving beer consumer. Our range of crafted beers appeal to many different tastes, drinking occasions and seasons, and we needed to reflect this in our brand and packaging.”

The six-strong range comprises The Legendary Tangle Foot; Fursty Ferret; Golden Champion; Hopping Hare; The Cranborne Poacher; and The Blandford Fly. All the beers are available in 500ml glass bottles.