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Brains

A new digital brand and website for Brains

Brains

Brains is one of Wales’ most legendary brands. Best known for its beer and pubs, it’s a company whose history is part of the fabric of Cardiff and beyond. We’ve delivered an ambitious new digital identity and website to help engage new audiences, and reframe Brains as a modern Welsh brand.

What we did

Discovery

Digital Branding

Website design

Development

Technical Integrations

Website

sabrain.com

Discovery

We began the project by immersing ourselves in Brains. We ran workshops, conducted audience surveys, undertook extensive brand, content and technical audits, and of course spent a fair amount of time in the pubs!

Using the insights we gained about audiences, project objectives and the opportunities we created our mission for the project—a guiding light that every decision would revolve around...

Defining audiences

To make sure the website, messaging and experience we were delivering matched the audience needs, we developed a series of personas based on different customer models.

A digital brand

Our main focus for this project was the new website, but we also had the opportunity to create an energetic and confident new brand identity that would help solidify Brains’ position as a leader in hospitality for years to come.

The Brains brand is deep with history. We looked at the past and their flair for type to inspire the future, selecting typography that doesn’t hide from tradition, but is applied in a bold, modern way.

We developed a new, richer colour palette—based on the colours of Wales, ensuring it was accessible for a better digital experience.

The Brains logo is instantly recognisable, but isn’t well suited to digital use at small sizes. We refined the logo and created responsive versions that adapt based on size.

Cohesive Content

To help tell a cohesive brand story, we delivered photography guidelines and a lookbook to ensure the images of food and pubs were consistent and in line with the overall brand vision.

As part of the digital brand, we delivered tone of voice guidelines to ensure language is consistent and authentic.

The new website is built with Craft CMS, providing a powerful content management platform for editors to design flexible, visual pages. We built a number of bespoke plugins and integrations to handle hundreds of individual pub pages, pub location and stockist search, menu systems and booking services.

Pages per visit

40%

Visit duration

21%

Bounce rate

17%

Extending the brand

To ensure the digital brand would work offline, we explored and tested various applications and provided guidance to ensure the consistency across all platforms.

We've loved working with the team at Brains and can't wait to see the impact the new digital brand and website has. Visit the new site at sabrain.com

If your organisation needs to reengage its audience and drive sales, a new brand and website may be part of the answer. Talk to us about how we can help.