ekeg, the UK and Ireland’s leading keg and cask management ecosystem, has unveiled a fresh new look and identity, marking its evolution into an independent, innovation-driven business rooted in the beverage, hospitality and circular industries.

The rebrand signals a new attitude to a longstanding commitment in making keg and cask management easier, smarter, and more sustainable for producers of draft drinks of all sizes.

ekeg provide renting, leasing, servicing and tracking solutions to over 600 customers daily, own more than 1 million kegs and casks, service just under 4 million kegs and casks every year and “see” over 10 million keg and cask trips from brewery to bar and back again with their award-winning proprietary tracking technology.

“This is more than a new logo, it’s a fresh start and a commitment to doing things better,” said Christian Barden, CEO UK & Ireland. “There’s a nod to the past and a massive pointer to our ambition to invest in our fleet, technology and industry to make keg and cask management effortless for producers and venues.”

The new visual identity was created with branding agency Studio Juice, whose clients include Howling Hops, Camden Town Brewery and Stella Artois amongst many others, introduces a bold, modern look and purpose behind “kegs made simple”.

“Transforming a business doesn’t begin with a single-entry point, it takes a holistic approach,” said Ross Stirling, creative director at Studio Juice. “The collective focus on execution and detail not only made this project a joy to deliver, but also an exciting launchpad for the company’s new era as a market leader.”

ekeg is resetting solid foundations to deliver more draft, less carbon, improved industry value with global desire through a brand led customer first offering.