The independent, family-owned brewery aims to enhance brand loyalty among existing patrons while attracting a broader audience with this evolution of Proper Job’s image. The inspiration behind the rebrand is a seamless fusion of heritage and heartfelt craftsmanship, tailored for today’s market. The updated look boasts a striking new typeface, with Proper Job’s iconic green taking centre stage for maximum visibility.
The comprehensive rebrand includes a fresh brand world rollout, featuring new glassware and pump clips in pubs, alongside revamped bottles and can packs in supermarkets. A multi-channel marketing campaign supporting the rebrand is set to launch in the spring.
Laura McKay, St Austell Brewery’s Marketing & Communications Director, explained, “Since the brand’s launch in 2006, the beer category has seen significant changes, and it was time for Proper Job’s appearance to evolve. Our investment in the brand aims to honour Proper Job’s loyal drinkers by preserving its roots while introducing a fresh look and feel to captivate new audiences. Importantly, there’s no change to the much-loved IPA’s recipe.”
Proper Job, a trailblazing IPA in the UK beer scene since 2006, has evolved into one of the country’s most recognized and award-winning premium ales. Bursting with vibrant citrus, pineapple, and resinous flavours, it stands out with a crisp, bitter finish. A testament to its bold originality and consistent quality in every sip.
Available in pubs nationwide (4.5% abv), 500ml bottles (5.5% abv), and 4 x 440ml can packs (5.5% abv) in major supermarkets, Proper Job maintains its stature as a beloved choice among beer enthusiasts.
