As well as brewing the legendary SA, Brains also run over 270 pubs, bars and hotels across Wales and the West of England. To such an established brand it is of paramount importance that they employ only the best staff in hospitality, i.e. ‘people’ people. To communicate this personal touch, traditional pub icons were used and then personalised for what appeared to be specific customers. This illustrated the kind of relationship Brains like to nurture between their staff and their customers and therefore communicated to potential recruits the personal qualities the brand was looking for. Warm colour hues and accents were used in the photography to give a friendly Brains ‘local’ feel and reinforce the well established corporate identity.