Big Hug Brewing, which supports homelessness charities with its profits, has announced a brand refresh for its packaging. 

Founder Matt Williams said that the craft beer brand previously lacked cohesion and consistency within a category dominated by fierce competition. 

Williams added that he felt the product needed to better reflect the mission of the company. 

As such, the company has revealed a completely new can design, at the heart of which is a ‘World Hug’ logo symbolising the brand’s mission to create social good. 

On the new look, Williams said: “Our proposition moving forward is to bring our purpose-driven ethos front and centre. To support people and the planet, and to really establish ourselves as a purpose-driven brand. 

“Consumers want brands that are purpose-driven, that have strong social values at heart, whether it’s supporting their local community, re-purposing materials, or being as environmentally conscious as possible and we can offer that. It’s about infusing purpose with profit and doing what we can to give back.” 

Dan Bowstead, design director at JDO, the company hired for the rebrand, added: “Big Hug came to the table with a strong purpose and loads of personality. Our task was to set the brand up for growth with a bold, clear identity that stayed true to Big Hug’s roots. It was about taking all that wit, energy and passion for making a difference – and making the brand impossible to ignore.” 

Current charities supported by Big Hug include Only a Pavement Away and the YMCA DownsLink Group, which works to prevent youth homelessness across Sussex and Surrey.