# Bright Brand Identity Updates Big Hug Becomes a Purpose-Driven Brand with Bold Rebrand by JDO By Amy Duong | Published 2025-09-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/big-hug-1 References: [creativeboom](https://www.creativeboom.com/news/big-hug-gets-a-rebrand-from-jdo-that-puts-purpose-at-the-heart-of-craft-beer/)  Big Hug becomes a purpose-driven brand with a bold rebrand by [JDO](https://www.trendhunter.com/trends/idyll) that brings its social ambition front and center. The UK craft brewer has refreshed its visual identity to align with its goal of being a 100% positive-impact business. Central to the new look is the ‘[World Hug](https://www.trendhunter.com/trends/cure-hydration-kids-electrolyte-drink-mix)’ logo. This is an optimistic emblem of community and environmental goodwill. The rebrand is anchored by [energetic collage-style packaging](https://www.trendhunter.com/trends/craft-beer-brand) that uses halftone illustrations and vibrant colors to ensure each beer is memorable and meaningful. Each label now pairs flavor and aesthetic with the social cause it supports, reinforcing transparency and emotional connection. The updated design system also unifies the range, creating consistency across formats. With its new look rolled out at the London Craft Beer Festival, the rebrand positions Big Hug as both a distinctive craft brewer and a company committed to positive change. Image Credit: Big Hug, JDO ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 52% | Activity: 48% | Freshness: 47% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Purpose-driven Branding:** Purpose-driven branding is gaining momentum as companies highlight social ambitions in their visual identities to deepen customer loyalty. - **Energetic Packaging Designs:** Energetic packaging designs that incorporate vibrant colors and unique illustrations offer an opportunity to captivate consumers and distinguish products on the shelves. - **Transparency-first Brand Narratives:** Transparency-first brand narratives are emerging as brands link product aesthetics with social causes to foster authenticity and trust with consumers. ### Where This Applies - **Craft Brewing:** The craft brewing industry is evolving as companies adopt socially responsible practices to attract environmentally-conscious consumers. - **Graphic Design:** Graphic design is increasingly vital as companies seek innovative visual identity updates that convey brand values and social missions. - **Consumer-packaged Goods:** The consumer-packaged goods industry is shifting towards more expressive packaging that not only enhances product appeal but also communicates ethical commitments. ## Related on Trend Hunter - [Food Packaging Refreshes](https://www.trendhunter.com/trends/higgidy-1.md) - [Contemporary Beer Packagings](https://www.trendhunter.com/trends/beer-brothers.md) - [Upgraded Brand Packaging Schemes](https://www.trendhunter.com/trends/higgidy.md) - [Mindful Cold Brew Rebrands](https://www.trendhunter.com/trends/herenow-rebrands.md) - [Californian Brewery Branding](https://www.trendhunter.com/trends/figueroa-mountain.md) - [Visual Beer Brand Identities](https://www.trendhunter.com/trends/visual-brand-identity1.md) - [Alcohol Brand Rebrands](https://www.trendhunter.com/trends/edinburgh-gin-redesign.md) - [Refreshingly Bold Beer Campaigns](https://www.trendhunter.com/trends/all-day-ipa.md) - [Cold Brew Coffee Rebrands](https://www.trendhunter.com/trends/here-and-now.md)