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FROM THE STUDIO: URBAN FOX 

Urban Fox from Exile 


Exmoor Ales is widely known for Exmoor Gold and Exmoor Ale, and is an established and successful regional brewery with wide-ranging national distribution. They came to us with an exciting new project confident we could bring to life.

The Brief: 
Exmoor Brewery were asked to create and showcase something new for one of their major distributors for the Bristol Beer Festival in March.

The concept they put forward was a recipe by their young American brewer, with an aim to produce something different; a modern style, greater hopped “craft” styled beer.   

The branding needed to be away from their regular house style….more craft, hip, urban, young. So we took inspiration from graffiti art.
 
They needed a sub-brand for this beer. We decided upon” Exile”, derived from and linking with Exmoor Ale’s sub-brand “Exiled American”.  In the name Exile we were also referencing RD Blackmore’s famous Exmoor novel Lorna Doone, whose notorious Doone family, a law unto themselves, were exiles in deepest Exmoor.

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The beer needed to have some similarities to Exmoor Fox…. certainly in colour, and in smoothness/mouth feel…but with a lot more hoppy bite…
 
The pump clip shape also needed to be different, not a regular shield, again breaking away from their existing traditional feel. Exmoor Ales remained as an endorsement on the pump clip providing a reassurance that the beer comes from a quality source. 

We are all hopeful that this is just the start of a new journey for Exmoor Ales.​