• by Fern Siegel , Yesterday

Whitable Bay pale ale and lager is named after the Kentish town's maritime heritage. The Thirst agency's remit was to redesign the Shepherd Neame brewery brand, giving it a modern edge.

The new identity highlights Whitstable's coastal history, centered on The Old Neptune, a pub on the shore. A classic Whitsable yawl (two-masted sailboat) and a colorful palate complete the new look. The redesign covers everything from bar pump clips to bottles to branded glassware.

“Whitstable Bay has always had a strong connection to place — it’s relaxed, coastal and deeply rooted in the spirit of Whitstable. But the identity needed to feel more relevant for today. The motivation behind the redesign was to retain the charm and familiarity of the range, while injecting more standout, freshness and energy across every touchpoint. The new look is designed to speak to both loyal fans of the brand and a younger generation of drinkers who value heritage, but are drawn to more modern visual cues,” Matt Burns, executive creative director, Thirst, told Agency Daily.

In the past year, Thirst and Shepherd Neame also partnered to launch new beers: Creekside Juicy IPA, Iron Wharf Stout and First drop Session IPA.

Kathryn Tye, director of marketing/communications at Shepherd Neame, said the rebrand brings the Kent coast spirit to life in a bold, contemporary way. “It’s an exciting evolution for one of our most popular collections.”

Located in Glasgow and New York, Thirst’s client work includes Heineken Studio, Skyy Vodka and Breukelen Distilling.