Toast Ale launches cans with bold and purposeful rebrand

Food production is the biggest contributor to climate change, but one third of all food is wasted. Toast Ale wants to change this. The planet-saving, certified B Corp brand brews beer from surplus fresh bread and uses its profits to help fix the food system.

Following a successful crowdfund, Toast is today launching its core range of craft beers in cans and introducing a fresh new look. The new brand identity, visual world and packaging design was created by B&B studio, in keeping with B&B studio’s own mission to build the brands that matter.

Here’s to change

The new identity leads on the message of ‘Toasting Change’ and puts the brand’s planet-saving potential front and centre – a shift in emphasis from the existing ‘Brewed with Bread’ tagline. A rousing toast to the ‘bakers, brewers, landlords and punters saving the planet over a pint’ acts as an expansive manifesto for the brand, while the tagline ‘Here’s To Change’ sits alongside a new logo.

The logo features a condensed Toast wordmark, symbolising collaboration, unity and the ‘clinking glasses’ of toasting. This is enclosed in a circle device synonymous with the circularity of the brand’s product, the head of a pint of beer, or even the planet itself.

Tone of voice is key to the brand identity, with a motivational call to action that is optimistic without detracting from Toast’s monumental and critical mission. On pack, the logo is accompanied by clear colour coding and tasting notes that integrate the brand’s product and its purpose. 

Introducing cans

Toast’s full range of beers – the Craft Lager, Pale Ale, Session IPA and American Pale Ale – will be launched in cans for the first time with the new identity. The release of cans follows a study conducted with Advance London that compared the environmental impact of aluminium cans and glass bottles. It also aligns with changing consumer preferences for cans in the craft beer category.

The new 330ml cans will be available in Tesco, Waitrose and on Toast’s website.

Purpose and product perfectly intertwined

Louisa Ziane, global brand and sustainability director at Toast Ale, says: “With all our profits helping to fund charities that are fixing the food system, Toast’s purpose goes beyond our effective circular solution. We’re thrilled to launch into cans, making our planet-saving beers more accessible to more people whilst reducing our environmental impact.

“Our new branding brings greater taste, improved navigation and bold brand impact. Importantly, our re-defined mission reflects our optimism. We hope it will inspire others and unite people behind the Toast movement, saving the planet over a pint.”

Shaun Bowen, co-founder at B&B studio says: “It’s a delicate balance to emphasise a brand’s ethical mission without overshadowing communication around product. Luckily with Toast Ale, purpose and product are perfectly intertwined as the beer itself takes the first step toward fixing the food system.