We’re pleased to share news of a new partnership with one of Wales’ most iconic names.
Toward has been appointed to lead the strategic and creative rebrand for SA Brain and Company Ltd (Brains Brewery)—an institution that means a great deal to many of us here, both professionally and personally.
Brains has a legacy stretching back more than 140 years. It’s a story rooted in family, community, and a proud brewing heritage. But this is also a brand with its eyes on the future—wanting to evolve, reconnect, and thrive with a new generation of customers.
We’re excited to be part of that next chapter. It’s a significant opportunity and one we take seriously. Our thanks go to Nick Payne and the wider team for the trust they’ve placed in us. We look forward to sharing more in the months ahead.
Brains has always been about bringing people together over great beer. This partnership with Toward is about reimagining how we tell that story visually – not just for now, but for the future. We’re incredibly excited for what’s to come and can’t wait to share it with our loyal customers and new fans alike.
Nick Payne, Managing Director, SA Brain
This is very exciting news for all involved. Brains is more than a brewery—it’s a national institution. A brand that’s etched into the hearts of many of us here in Wales and far beyond. It deserves to thrive—not only for its proud history, but for the quality of the beer that continues to flow from Dragon Brewery in the heart of Cardiff.
At Toward, we’ve always seen the power and potential of the Brains brand. We’re thrilled to be chosen to help shape its next chapter and to bring a new energy to something so deeply loved.
Our thanks go to the team and the board for their trust in us, and for sharing in the ambition and belief behind the ideas we pitched. We can’t wait to bring them to life—and to help Brains reassert its place not just as a cherished name from the past, but a brand with a bold, exciting future.
Mike Jordan, Managing Director, Toward
