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Squad unveils duty-busting new light beer brand from JW Lees

Creative agency Squad has unveiled a new, duty-busting light beer brand for fellow Mancunian brewery JW Lees.

Light has been developed in response to the duty changes in August 2023. The 3.4% draught lager is brewed exclusively with British hops and “embodies the quality and tradition that has defined JW Lees for nearly two centuries.”

Light will join JW Lees’ current range of lagers, including Original and Manchester Craft, which Squad created with the Manchester brewery in 2017.

David Barraclough, creative partner at Squad, said: “Communicating Light’s place in the JW Lees lineup and achieving a standout in a competitive environment was paramount. We designed JW Lees Light to be a beacon on the bar. Our design slots it into JW Lees’ lager story. All our lager designs convey their crispness. Our approach to typography follows our previous work using muscular display faces to express our Modern Traditional Brewer brand platform. We chose the red to add something different to the range and communicate it is an excellent value proposition.”

William Lees-Jones, managing director at JW Lees, added: “We are thrilled to introduce Light to our customers. This lager represents not only our dedication to brewing excellence, but also our deep-rooted connection to British ingredients. With its light and refreshing character, Light is perfect for those seeking a quality yet approachable beer option. We hope that it will become our customers’ go-to choice for a crisp and flavourful lager experience.”

Light will be available across the JW Lees’ managed estate of around 150 pubs, inns and hotels across the North and North Wales from the end of September.

Squad is a creative, branding, design and communications specialist whose clients have included Brother, Bruntwood, Eurocamp, London Zoo, Tebay Services and Umbro.

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