Big Hug Rebrand

Big Hug has been brewing beer with heart for over a decade. But in 2024, founder Matt Williams set an ambitious target to evolve the brand into a 100% positive-impact business, making every beer a force for good. To realise this vision, the brand needed an identity capable of amplifying its purpose and standing out in a crowded craft beer category.
JDO was appointed to lead the transformation, redefining Big Hug’s identity and creating a brand world that brought clarity, energy, and purpose to its promise of “Brewing For Better.” The challenge was threefold: achieve standout amid category saturation, unify a fragmented range, and communicate a credible, total-impact mission that would resonate across audiences and channels.
At the heart of the rebrand lies the World Hug logo — a unifying symbol of connection and positivity that serves as a trustmark for social good. Around it, JDO built a vivid visual world defined by bold typography, collage-inspired graphics, and halftone illustration, balancing handcrafted character with modern scalability. The packaging architecture was restructured for clarity and cohesion, with each SKU featuring stories that highlight the cause it supports, turning social purpose into a tangible on-pack experience. A disciplined visual system ensures seamless application across all touchpoints, from festivals to retail.
The rebrand debuted at the London Craft Beer Festival, where it achieved immediate standout and overwhelmingly positive feedback, validating both its visual impact and verbal clarity. Within the first month of launch, Big Hug secured six new trade listings, including placement on Fuller, Smith & Turner’s craft rotation list and orders from Nectar Drinks UK.
The new identity has been featured in Dieline, Transform, Creative Boom, and more, proving that when design and purpose come together, good beer can do great things.