Greene King rebrand

How a martyred king
inspired a brewery

Positioned around ‘Authentic hospitality’ we went in search of the authentic Greene King for this major rebrand. Founded in 1799, Greene King now operates nearly 2,500 pubs and eateries across the UK. But in managing such extensive growth over the years, the brewery had neglected its own brand. Resulting in many fragmented renditions of the Greene King mark. The brewery was named after the founders Mr Greene and Mr King. Over the years the brand had invented various kings in green clothes as mascots, but none held any real credibility for a company with such pedigree and heritage.

The new identity is based on the crown of St Edmund
— the martyred king who gave his name to Bury St Edmunds, home of Greene King. It gives the brewery one identity, with real provenance, to unite the group, pubs and beers of Greene King. An authentic typeface was cut, St Edmund Sans, to unite the estate signs and core communications. New photography showed the warm hospitality at the heart of their business success. Overall, the new brand became a badge of quality. Just what a true King deserves.