SPITFIRE

The Challenge

Spitfire was first launched in 1990 to commemorate the 50th anniversary of the
Battle of Britain and raise funds for the RAF.

Since then, it’ s won the hearts of British beer lovers and earned a number of
impressive accolades, like being granted Protected Geographical Indication
status (the same as Champagne) and receiving a Royal Warrant.

But as a new generation of beer drinkers arrived in an increasingly saturated
market, the classic brew needed a modern rebrand.

The Bright Idea and the Brilliant Execution

Taking inspiration from the brand’s namesake airplane – one of the most famous
models in the world – we wanted the visual identity to evoke the same sense of
speed, power and heroism.

We incorporated the plane motif in a new brand logo, with the Spitfire ’s slipstream
slicing through the center of the lettering.

Then we built out a broader brand world that celebrates the camaraderie and
loyalty we each encounter in our everyday lives.

The Result – Meaningful Change and Tangible Efficiencies

The rebrand reconnected Spitfire with existing fans, while also appealing to a whole
new audience.