Fourpure blends industrial brewing equipment with artisanal techniques to craft unique, small-batch beers in a bustling Southeast London trading estate building. When the brewery was acquired by Australian brewers Lion in 2018, it opened up exciting new possibilities for growth—and with them, the need to refresh Fourpure’s branding and product offerings. The brothers behind Fourpure wanted to better understand their customers and the evolving craft beer landscape since their launch in 2013. A team from Magnetic was tasked with gathering quick insights from Fourpure’s customer base and the broader craft beer community to inform the brand’s next chapter. To accomplish this quickly, we leaned into an approach we called “Minimum Viable Branding.”
Discover
Our first step was to leave the building and speak directly with Fourpure’s customers and craft beer enthusiasts. We needed to understand their shifting tastes and perceptions of the Fourpure brand. Through interviews and quick research, we mapped the core motivations and expectations of today’s craft beer drinkers, gathering the insights that would shape our approach to branding. Armed with these findings, we began exploring how Fourpure could differentiate itself, appealing to loyal fans and new customers drawn to craft beer’s creative culture.
Define
With customer insights in hand, we launched into our Minimum Viable Branding sprint. Over two days, we transformed research findings into fresh brand concepts, experimenting with can designs, motifs, and names. We wanted to test these ideas in the most relevant setting possible, so we invited customers to Fourpure’s brewery taproom. In this laid-back but purposeful setting, we set up activities for customers to interact with potential new aspects of the brand. They participated in association games, rated brand desirability, and provided feedback on colours, themes, and packaging concepts. The taproom became a lively branding lab where authentic interactions helped us see the brand through the eyes of real customers.
Develop
Using the taproom as a testing ground, we gathered instant feedback on our concepts. As customers interacted with the designs, we gained valuable insights into what resonated and what didn’t. This feedback loop allowed us to iterate rapidly, refining brand elements in real-time. The process gave Fourpure a direct line to customer reactions, turning the taproom into a robust design and branding lab. TMore than just a “piss-up in a brewery”—it was an authentic way to trial ideas in an environment that felt true to the brand.
Deliver
Since that night, Fourpure has embraced a human-centred approach to brand development. They’ve continued to iterate designs, test new concepts with customers, and make brand decisions based on genuine, real-world feedback. This adaptable, evidence-based strategy has empowered Fourpure to stay close to its community, using each step of the brand journey to strengthen its connection with craft beer lovers. The Minimum Viable Branding approach gave Fourpure the tools to scale creatively, helping them confidently grow while staying rooted in what matters to their customers.
