Founded in 1799 by Mr Greene and Mr King, Greene King now operates over 3,000 pubs and eateries across the UK. In managing such extensive growth the brewery neglected its own brand, resulting in many fragmented renditions of the Greene King mark. Over the decades they’d invented various Kings in green clothes as mascots, but none had real credibility for a company with such pedigree and heritage.
Positioning the brand around ‘Authentic Hospitality’ we went in search of the one true King who genuinely resonated with the story of Greene King.
We found St Edmund. His royal crest of a crown crossed by two arrows can be found in and around Bury St Edmunds, the birthplace and still home today of Greene King.
Positioned as a mark of quality, the crest now sits proudly across the entire Greene King estate.
“We want our brand to act as a badge of quality, to stand for several things: that in every interaction with Greene King, a stakeholder will get a warm, sociable welcome; they’ll receive a quality product; they’ll deal with down-to-earth people. The identity reflects the heritage and values of Greene King. Everything about it oozes quality and authenticity.”