The iconic brewery may be 175 years old but its communications tell the story of a business for contemporary consumers.
The brewery’s comms team came to us to talk about creating a consumer-facing publication which they could use to spread the word about the many and varied stories coming out of their business.
They wanted their own magazine which could be used to showcase new products, reveal stylish refurbishments, give people reasons to visit their pubs, introduce members of the team and celebrate charity fundraising successes.
The Local magazine
We produce a magazine called The Local for the brewery. It was named to represent the role that pubs have in their communities, and created to be a similarly central hub – but for information and stories.
We work in partnership with the St Austell Brewery comms team to get the tone and feel right, and design it built on the company’s brand guidelines. The Salt team write the features and source images that present the historic brewery as the ambitious and sustainable organisation it is.
The seasonal magazines are distributed through the managed estate of pubs across the South West, and the response has been very favourable from both the reading public and the brewery’s comms team: ‘I’m in awe of the creativity!’ said its head of communications Philippa Snell. ‘You guys have been great at translating very light briefs and loose ideas into brilliant features and publications.’
In-room materials and book
Our working relationship with the brewery has been so successful that they also asked us to create attractive newspaper-style materials to place in the guest rooms at their pubs with rooms. These tell the story and history of the specific pub, showcase things to do nearby, and provide a further way of building the guest experience and communicating with customers.
We’re also working on a book that unearths the 175-year history of the brewery and reveals how its story is woven into the history of Cornwall and Devon.
‘Building the guest experience and communicating with customers’
