Sydney’s Lord Nelson Brewery Hotel has completed its first ever rebrand, which owners the Hayden family have dubbed “a new coat for an old Lord”.

Founder Blair Hayden told Brews News it had taken nearly seven months for the Lord Nelson – which celebrated 30 years of brewing in 2016 – to complete the rebranding process with creative agency Brady & Co.

Before and after: Lord Nelson Brewery has unveiled its new branding

“The reason for the change was that we felt we weren’t really ‘jumping out’ enough. When our logo was alongside other peoples’, theirs was clearer to read than ours,” he said.

“The brief was to make it ‘pop’ a bit more when you were looking at it, so we simplified it. We’re very happy with the result, they just took a bit of the detail out.”

Hayden said the new aesthetics will only be used for promotional purposes at this stage, with no immediate plans to roll it out on packaging.