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The Story Method™

This is exactly what The Story Method™ was built for - the deep strategic story-led excavation that transforms how a brand understands itself and connects with the world.

We ran a four-day Story Method™ workshop in Cockermouth, immersing ourselves in the brewery, the town and what makes this place irreplaceable. Through intensive discovery across culture, consumer, category and company, we uncovered the narrative threads that would become the foundation of everything. The taproom as a cultural gathering place across generations. The water, the yeast, the obsessive craft of brewing. A town that lost something it loved and wanted it back.

The process built Jennings' complete brand architecture from the ground up and yielded strategic pillars that would drive every piece of communication: from brewing heritage to togetherness across pints and generations and the positioning of Jennings as the real pull of the Lakes, these were strategic anchors, distilled through The Story Method™ into an actionable brand map and the blueprint for rebuilding a brewing legend through story.

The result: not a rebrand, but a complete brand world. Strategically grounded, creatively compelling and commercially focused.

Building the Brand World

Through The Story Method™, Jennings moved from being remembered to being rediscovered and cherished. The strategic foundation we built gave the brand something no amount of tactical marketing could: a clear, authentic, ownable story that connects heritage to the present and makes the future feel inevitable.

We positioned Jennings as 'of the Lakes, not just from it' which is a subtle but critical distinction that shifted the brand towards being a cultural cornerstone. This was vital as Jennings has plans to convert all the current brewery buildings in bold new ways and really create a brewing destination. Every piece of content, every campaign, every post aligns with its strategic pillars, building the brand consistently and coherently across every touchpoint.

The brand now speaks to locals with restored pride, to beer enthusiasts with substance and provenance, and to Lakes visitors with authentic connection to place. It maintains craft brewing credibility while making emotional connection the priority because The Story Method™ revealed that Jennings' greatest asset was never just the beer. It was what the beer represented: community, belonging, a place and a tradition worth coming back to.

By focusing on what Jennings represents rather than what it produces, we created a brand presence where the stories are as rich and more-ish as the beers being brewed. The content strategy respects 200 years of heritage while always looking forward, transforming nostalgic memory into a living legend with the commercial momentum to match.

"UNTOLD are experts in story and they have given us the strategic story-led direction that has helped Jennings reestablish itself as the real pull of the Lakes.”