"BLOND BITCH" takes America by storm

The leading UK design consultancy was commissioned by the independent Burnley-based brewery earlier this year to support the launch of two new bottled ales in the US as part of an export drive.

999 was tasked with creating an eye-catching brand identity for Moorhouse's Blond Bitch and English Owd Ales that would appeal to the American audience while retaining the brewery's traditional rustic imagery.

Such has been the success of 999's campaign that Moorhouse's export sales Stateside have risen 10% while the brewery also scooped the Society of Independent Brewers business Award for Best Packaging Initiative in November.

Established in 1865, Moorhouse's Brewery is located near Pendle Hill in Lancashire - an area steeped in legend and tales of witchcraft dating back to the 16th century - and is famous worldwide for its premium cask-ales; Pendle Witches Brew, Black Cat and Blond Witch.

When developing the labelling for Blond Bitch, based on its UK counterpart Blond Witch, 999 remained true to the roots of the original brand by linking witchcraft with an image of a voluptuous blond girl. Additionally, the Owd English label was illustrated featuring a wizened looking country-style gentleman.

As well as designing the new illustrative bottle graphics, 999 also created the brand's stylish outer packaging, resulting in a coloured, eight-bottle takeaway pack incorporating a tear-off lid and handles on either side.

Moorhouse's Brewery, which produces 250 barrels of beer each week, employs 23 staff and has forecast turnover of £2.8m 2008. In addition to domestic sales, the brewery exports to the US, Canada, Holland, Belgium, France, Italy, Sweden and Cyprus.

Moorhouse's managing director, David Grant, said: "The successful launch of our Blond Bitch and Owd English brands in the US has really been helped by the creative work developed by 999, whose understanding of our brief from the outset ensured that they produced such eye-catching and colourful bottle labels.

"Increasingly in the UK we are being recognised as a leading cask-ale brewer and it is extremely gratifying that this reputation is rapidly growing for our bottled beers on the other side of the Atlantic. We're also really pleased that the work carried out by 999 has received recognition from the Society of Independent Brewers (SIBA)."