True Story Brewing Co., a long-standing client and microbrewery based in the picturesque South West of the UK, approached us to develop bold branding and standout packaging for Cavalier Lager. This new sub-brand was created to appeal to local beer enthusiasts looking for a higher-quality lager than the standard pours found in their favourite country pubs.
Fresh New Brand Identity for Cavalier Unfiltered Lager
True Story Brewing Co., a long-standing client and microbrewery nestled in the picturesque South West of the UK, approached Deuce Studio, their trusted brand design agency, with an exciting challenge: to name, brand, and design the packaging for a new lager that would break the mould. This wasn’t just another beer on the shelf — it was a bold, unfiltered brew crafted for discerning drinkers who expect more from their pint. A lager with a clear mission: to raise the standard in a space often dominated by safe, mass-produced options.
Fresh Thinking for a Fresh Lager
To capture the spirit of this new offering, we turned to history. The name Cavalier was inspired by the elite royalist horsemen of the 17th century, these figures celebrated for their mastery, style, and courage. Renowned for their daring and boldness, the Cavaliers became the perfect metaphor for a lager that stood proudly apart from the rest.
These historical figures weren’t chosen just for their visual appeal, they represented a mindset. One of pride, independence, and fearlessness. Just like the original Cavaliers, this lager isn’t afraid to stand out. It’s bold in flavour, fresh in taste, and unashamedly confident in its quality.
Crafted Locally, Enjoyed by All
As a packaging design agency with a passion for storytelling through design, we understood that the brand needed to reflect more than just the product’s quality, it had to champion the local and independent brewing ethos that True Story has. Brewed using natural ingredients and traditional techniques, Cavalier is an unfiltered lager that honours the craft without alienating the casual drinker.
The identity had to strike a careful balance: artisan yet accessible, premium but not pretentious. So we set out to create a design that would reflect both the lager’s integrity and its broad appeal. A visual language that felt grounded in tradition but delivered with a fresh, modern edge.
We drew inspiration from historical print techniques: slightly worn wooden letterpress typography and woodcut-style illustrations. These elements gave the brand a sense of authenticity and heritage. To counterbalance the traditional touches, we introduced a bold, vibrant red, one that felt confident, contemporary, and visually distinctive on the bar or shelf.
The result is a brand identity that feels rooted and real, yet strikingly fresh. One that invites drinkers in with warmth and character, then rewards them with something genuinely new.
Designing for Real-World Impact
As a brand design agency working with independent food and drink brands, we know that great design has to do more than just look good. It needs to function, across all formats, materials and moments of interaction. The Cavalier identity was built with flexibility in mind, ensuring it would hold up across a range of real-world applications, from bottle labels and pump clips to event signage and merchandise.
We also considered the moments when customers encounter the brand: reaching for a drink at the bar, browsing fridges in a bottle shop, or spotting a poster on the way into their local. Every touchpoint was carefully crafted to deliver a consistent and memorable experience, from the expressive typography to the bold iconography and confident messaging.
A Bold and Brave Brand World
But a great beer needs more than a good label — it needs a compelling story and a bold attitude to match. That’s why we worked closely with True Story Brewing Co. to launch Cavalier Lager with a punchy, attention-grabbing campaign designed to resonate with local pub-goers and lager lovers alike.
At the heart of the campaign was a challenge:
“Are you brave enough to try something new, something fresher, something better?”
It was a rallying cry. A direct appeal to drinkers tired of bland, middle-of-the-road lagers. The campaign encouraged them to rethink their choices and reach for something that reflected their taste, values, and curiosity.
We rolled this message out across multiple touchpoints, including point-of-sale displays, bar runners, chalkboard signage, and outdoor advertising. The tone was bold but playful. Designed to spark conversations and drive trial, especially in community-led pubs and taprooms where personal recommendations still hold so much weight.
And to tie everything together, we created a mascot, the Cavalier himself, a striking, symbolic figure who champions better beer and rides into battle for freshness and flavour. He brings the brand to life across packaging, campaign assets, and social media, adding personality, wit, and a strong sense of identity to every customer interaction.
A Toast to the Brave
With Cavalier Lager, Deuce Studio didn’t just help launch a new product, we helped True Story Brewing Co. make a statement. Together, we built a sub-brand that reflects a passion for craft, a commitment to quality, and a readiness to challenge the status quo.
In a world full of copycat lagers and timid branding, Cavalier offers something refreshing.
A lager with courage, character, and craft in equal measure.
Because in a sea of the same, being bold is the only option worth raising a glass to.
Deuce Studio are an award winning branding and packaging design agency.
Thinking About Your Own Branding or Packaging Project?
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