Following a three-way pitch, Manchester brand-led design and digital agency BGN has created a new, digital-only monthly publication for Carlsberg Marston’s Brewing Company (CMBC) that is aimed at its trade client base.
Called ‘Thirst’, it aims to showcase CMBC’s product range and be seen as a useful and inspiring publication that includes brand stories and industry focused news alongside deals that will ultimately drive sales.
The BGN team has handled all elements of the project including the new name and brand as well as the launch materials that encompass videos and a dedicated microsite. It will now lead on the design and content creation for the next 11 editions which are scheduled over the coming year.
Thirst’s brand identity was heavily influenced by CMBC’s established and well-recognised colour palette to ensure consistency and brand equity. Whilst the name Thirst was chosen as it represents the core things CMBC’s readership has for the publication: a thirst for great deals; a thirst for knowledge and expertise; and a thirst for the latest industry news and trends.
David Newton, creative director at BGN, said: “This has been a fantastic project to work on. Our focus has been on creating a publication that captivates, educates and becomes a highly sought periodical by all stakeholders. We also wanted to make sure CMBC’s various brand teams were engaged and believed in the concept. I think we’ve achieved a great balance.”
Michael Puckett, customer marketing manager, third party brands at CMBC, added: “BGN has done a fantastic job. Thirst has a premium editorial feel with a sophisticated design that conveys elegance and professionalism. Being digital only means that we can really bring the content to life by creating animated front covers, articles and adverts which we know will resonate with our trade sector readers.”
