London Beer Factory has refreshed its branding and launched two new beers.

The company said it has “refocused, redesigned, and reinvigorated its branding, while launching Sour Solstice and Big Milk Stout into Tesco stores.

“We were disassociated with ourselves” said James Leaver, marketing manager at London Beer Factory.

He added: “And I personally struggled to combine the old identity with the modern brewing experimentation and branding we are increasingly becoming known for.

“Since day one I have been charged with moving on the identity of London Beer Factory. Taking it from an antiquated and ‘old beer’ aesthetic to this modern, progressive self we have grown into”.

The rebrand follows and capitalises on a strong performance from the brewery with growth currently more 100% year on year.

The refresh, too, precedes a decision by the brewery to move away from their South London industrial park in Gipsy Hill to a larger site. Looking for a new location to expand the brewery and brewhouse following a steady rise in demand.

“We not only outgrew our previous branding but our identity itself. What the brewery stood for was lost in the last designs” said managing director Sim Cotton.

Designed by Glasgow-based studio Thirst Craft, with core range artwork by Studio JQ the refresh reflects an open, striking, progressive, and clean identity in line with the brewery’s ethos.

“Once we began the evolution of the London Beer Factory we realised we needed more than a redesign, but a recasting of our identity and ethos, and a subsequent refinement of our voice,” he added.

The brewery will transition into the new look over the next 3 months, with all new beers out of the brewery as of 12th August featuring the new branding.