CRISP MALT

The Brief

Crisp is one of the World’s largest maltsters and continues to be a business on the rise. Established in 1870, the company has a rich heritage.

Great products and services, big capital investments, recent European acquisitions, new technology and a new leadership team mean that this is the most exciting chapter in the company’s long history. Now very well-geared for growth, the Crisp brand and its marketing needed to catch up with these developments.
This, combined with changing market dynamics, particularly in the brewing industry, provides a significant opportunity for Crisp:

• The largest number of customers are present in craft brewing
• The craft segment is the fastest growing and offers strong margin potential

It is against this background that the corporate, company and product branding was reviewed; to present a more cohesive and consistent image, which better reflects the new organisation and its ambition.

Our Approach

Crisp has a loyal customer base and is very well respected and highly regarded throughout its sector.
Maintaining and building on these relationships, plus attracting new customers, is key to the success of the business and therefore we approached the rebrand as an evolution, not a revolution. Transforming Crisp to be the best version of themselves… a future-focused heritage brand.

We combined customer insight with the core of Crisp, tapping into the key purchase drivers to appeal to the target audiences from small to large, craft to corporate, across both food and drink.