Cardiff-based Brains Brewery has completed its first major rebrand in seven years with the rollout of striking new chimney-themed beer pump handles and branded pump badges in pubs and bars across the UK.
The rebrand marks a significant milestone for the iconic Welsh brewer, blending its rich heritage with a fresh modern identity designed to appeal to both existing customers and a new generation of beer drinkers.
Brains partnered with Cardiff design studio Toward to develop the new look, which has been gradually introduced across the brewery’s off-trade and on-trade products and marketing materials over recent months. The introduction of the new pump handles represents the final stage of the project.
The distinctive pump handles have been designed to reflect the famous Brains chimney, which has been a feature of Cardiff’s skyline since 1889. The chimney still stands today on the site of the original brewery in the city centre.
Founded in 1882 by Samuel Arthur Brain, the brewery has been a cornerstone of Welsh brewing for more than 140 years and remains one of the country’s most recognisable brands.
Nick Payne, CEO of Brains, said: “The roll-out of the branding marks a significant milestone for us at Brains and the culmination of months of hard work from our marketing team. Our new branding, new look advertising and pumps have gone down so well with the public and our trade landlords alike – it’s so different, so fresh and so distinctive.
“It has been so great to see this new look come to life, from the original concepts to where we are today with the new branding adorning our cans and bottles in supermarkets, new pump handles and badges in pubs, and new fun advertising across posters and social media.”
Nick added: “This new look reflects who are as a brand – the pride in our heritage, the love of our city and the future we are building for the business. It’s certainly exciting to be working at Brains at the moment, as we have more exciting things to come.”
The rebrand aims to celebrate Brains’ Welsh roots while positioning the business for the future, with the brewery hoping its refreshed identity will resonate with modern consumers while remaining true to the heritage that has defined the brand for generations.
The new branding is now visible across Brains’ product range, marketing campaigns and pub estate, with the chimney-inspired pump handles providing a prominent reminder of the brewery’s historic Cardiff home.
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