BIG HUG
2025
Spirits & Alcohol
PURPOSE
A Rebrand that’s Good All Around
Big Hug has always had heart, fully committed to brewing great-tasting beers and giving back to social causes. But in a category brimming with personality and competition, its story simply wasn’t reaching enough people. Although the brand had a lot of fans, limited awareness was holding Big Hug back from achieving its ambition of becoming a 100% positive-impact business.
We signed on as creative partners-in-purpose, tasked with amplifying awareness and impact with a bold rebrand that was cohesive, built for growth and undeniably optimistic.
BREW FOR BETTER
Big Hug has spent over a decade crafting beers that taste great and do good. The UK brewer already donates a portion of profits from select brews to organisations like Only A Pavement Away and YMCA DownsLink Group, but it wanted to be better and do more.
We distilled Big Hug’s purpose into a single brand promise: “Brew for Better, for People and Planet.” From there, we built a strategy and design system that would create belief in that promise at every touchpoint, staying true to the brand’s irrepressible wit, warmth and drive to do good.
Big Hugs for all
At the heart of the rebrand is a bold new brandmark and the new ‘World Hug’ logo – a meaningful symbol of Big Hug’s mission to inspire positive change, and a powerful stamp of social good. Surrounding this is an optimistic brand world bursting with riotous colour and character, designed to stand out across every touchpoint.
PURPOSE IN EVERY CAN
We overhauled the packaging system with a clear architecture that lets each beer shine on its own while reinforcing the Big Hug family. Vibrant collage treatments and a bold illustration style ensure the range is fun, inviting and unmistakable on shelf. On-pack storytelling highlights the cause each release supports, making the brand’s impact both visible and emotionally resonant.
Belief in every brew
“One of the things JDO told me early on is that they help brands deliver on their promises, bringing ideas to life through powerful, effective experiences that people can see, feel, and believe. For me, that’s exactly what they’ve done. I’m genuinely excited for what the future holds. Whether it’s on-trade, off-trade, online or in the real world, Big Hug now reflects our mission with endless optimism and a powerful punch. Brewing For Better is our tagline, and the difference JDO’s work can help us make for both people and planet will hopefully be massive.”
- Matt Williams, Big Hug Brewery
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