Earlier this year we announced a strategic and creative partnership with Brains Brewery. Today, we’re delighted to see the first part of the project go live.
The scope of the work is vast: brand strategy, refreshing and revitalising the masterbrand, rebranding the entire heritage range, product design, marketing plans and strategies, content creation, and the development of a completely new ecommerce platform.
The main brand relaunch will happen in early 2026, but today we launch the first step: brainsbrewery.com. A new domain, new focus, refreshed product line, and the start of a new story.
Telling the story behind the beer
Alongside the experience people will have at the bar, at home, at events, in advertising, and across social media, the website forms a key sales tool and digital touchpoint for the brand.
While the commercial focus of the site is to sell the newly rebranded product range, including the famous Brains SA, SA Gold, Dark, and the renamed 1882 Bitter, as well as the freshly designed merchandise, the brand focus is on telling a new story for Brains.
It’s been a big project with plenty of moving parts, and your support, patience, and expertise throughout have been incredible. We couldn’t have asked for better partners.
Thank you again for everything you’ve put into this. We’re proud of what we’ve created together and excited for what’s next.
Sara Webber, Head of Marketing
Our goal throughout the project has been to celebrate the past while creating a brand for the future. The website is a strong reflection of this ambition. From copywriting that playfully nods to the past, to galleries of historical imagery, to the carefully told story of Brains from its beginnings in 1882 to the Brains of tomorrow.
The new Brains brand is designed to open new markets and gain new customers. We art directed and managed photoshoots, commissioning Redbrck to capture the fans of the future. Engaging with Brains’ legion of loyal supporters was high on the marketing team’s list of priorities, so we created the ‘Face of Brains’ campaign to bring real people with real stories into the photoshoots instead of staged models. We also selected local pubs with a Brains history as locations for the shoots.
We also captured the story behind the beer, shooting in the state-of-the-art brewery and showcasing the love, science, and craft that the master brewers put into every keg and cask.
This first set of brand photography sets the tone for the new, future-facing Brains and showcases it across the website.
A first look at the future of Brains
The new website will be the first place many people see a glimpse of the future Brains product line, starting with the fully redesigned heritage range we’ve been working on with the team. From new beer identities and labelling to what is possibly the most exciting development of the brand: new, beautifully crafted (and weighty) pump clips and completely bespoke pull handles inspired by the famous Brains chimney.
Coming soon to the site is a range of box-fresh merch and gifts, most of which have been newly designed and sourced to represent the highest quality.
Well done everyone on getting this across the line and making it look amazing! Cant wait to see what’s next…
Nick Payne, Managing Director, Brains Brewery
Beyond the D2C sales channel, the new website also offers a wealth of content and information for trade customers looking to stock Brains products in all their forms, from cask and keg to bottles and cans.
The Find Brains page also makes it easy for visitors to discover where to buy the beers, with extensive listings of pub chains, retail stores, wholesalers, events, and festivals.
The launch of the new website signals the start of a new chapter in the Brains story. We can’t wait to share the full work behind the rebrand when it launches in early 2026. Until then, head over to brainsbrewery.com and find out what’s new.
