Ipswich Central

BRANDING | DESIGN | STRATEGY | COPYWRITING

We began working with Ipswich Central in 2026, our first brief was to evolve Sip’Swich into a more engaging, accessible and scalable town-wide event. Our brief was to increase participation, reach a wider audience, encourage more pubs and bars across Ipswich to take part and create an experience that feels fun and appealing for all ages. 

We repositioned Sip’Swich as a network of interconnected bar trails, each with its own personality yet all part of a unified experience. The focus shifted from venues to identity: start with what you love, then discover more of Ipswich. This made the experience more personal and engaging.

A clear messaging framework was created for each trail, who it’s for, what it feels like, what you’ll find and where it can lead, bringing clarity and consistency while allowing each trail to feel distinct. We developed a bold, celebratory visual identity designed to stand out across the town. Vibrant, gradient-led colours give each trail its own character while forming a cohesive overall system that appeals to a broad,
multi-generational audience.

To improve accessibility and participation, we introduced a digital-first QR stamping system that removes the need for an app, supported by a simple web experience for maps, registration and progress tracking. A light print version was retained for inclusivity. We also developed a rewards-led engagement strategy with tiered incentives, visual progress and shareable moments to encourage participation and repeat visits, helping drive footfall and support local venues.