The design crew rigorously integrated parts that showcase Tennent’s pleasure and high quality, from domestically sourced substances to sustainable practices, whereas retaining the long-lasting purple ‘T’ brandmark and introducing a brand new barley motif that symbolizes the brewing course of and substances. The refreshed packaging shall be rolled out throughout the model’s full vary, coinciding with the launch of Tennent’s wider model world and advertising marketing campaign centered across the thrilling new platform, ‘Raised in Scotland.’
SCOTLAND’S best-selling beer model has revealed a daring new search for its iconic Tennent’s Lager cans for the primary time since 2018.
The Scottish brewer labored with international artistic companions, Thirst, to create a brand new model visible id that was fashionable but mirrored the model’s heritage in a method that may stand out now and for years to return.
The mission aimed to construct on Wellpark Brewery’s historic place in Scottish tradition as one among Scotland’s oldest companies and the founding father of Scotland’s unique pilsner which has been brewed on the identical website since 1885.
The Thirst crew – led by government Creative Director, Matt Burns – sought to replicate the pleasure and high quality of the model within the new design whereas nonetheless honouring Tennent’s iconic color palette and legendary purple T.
To deliver this to life, the design crew dug into how Tennent’s operates as a brewery. Drawing on its pleasure for Scotland; from the domestically sourced substances that go into each can of Tennent’s Lager to the brewery’s dedication to sustainable practices in addition to its place in Scotland’s communities.
“This mission is a dream come true. There’s a lot ardour for the model – from our crew, from the Tennent’s crew, and from everybody in Scotland. We poured all of that into the design,” defined Burns.
“It was important we put the center that goes into Tennent’s Lager onto the can. We re-visited the beloved iconography, including depth and richness, and launched new markers to inform the story of the standard and talent that deliver the lager to life and re-energise the model.
“Scots are recognized for his or her optimistic outlook and the model has at all times leveraged that vitality to create uplifting, significant model conversations. We got down to rejoice and amplify the place that Tennent’s represents in Scottish tradition and past,” Burns added.
The new model visible id (BVI) has been developed to lean into Tennent’s Lager’s high quality with a richer yellow to amplify a bolder purple ‘T’ brandmark on the coronary heart of the can. The design crew then embellished the prevailing keylines around the ‘T’ with a bevelled element so as to add depth and craft, serving to it stand out even additional.
A brand new barley motif tells the story of the domestically sourced substances detailed on the can as: “Fresh Highland water, barley from native Scottish farmers and the proper stability for herkules hops.” Hugh Tennent’s iconic signature stays.
The new Tennent’s Lager model id will roll out all through Scotland and past within the coming days throughout the model’s full packaged vary. This coincides with the launch of Tennent’s wider model world, together with restricted version glassware that includes illustrations by Tobias Hall.
The launch of the brand new BVI coincides with the launch of Tennent’s largest advertising drive in eight years, which features a by way of the road marketing campaign that includes a brand-new TV industrial, out-of-home promoting and social media marketing campaign. This is the primary piece of labor beneath the model’s thrilling new platform ‘Raised in Scotland’ which can information the model for years to return.
Paul Menzies, C&C’s Brand and Marketing Director (Beer), stated: “Tennent’s Lager is one among Scotland’s most necessary and enduring manufacturers. When approaching an evolution of its visible id, we needed to respect that historical past and heritage while trying to embrace extra present developments and design parts.
“Thirst creates design and branding that goes past the aesthetic into what the model actually means to folks. Loads of work goes into delivering that and it is mirrored within the output. Over and above this, the crew have been a pleasure to work with all through and sought to collaborate in a spirit that does justice to our model icon.
“This is just not a lot a revolution, however an evolution, and all the things that’s instantly recognised about Tennent’s Lager remains to be featured throughout the packaging and design. We need to make the arrival of a brand new Tennent’s Lager can an occasion to get folks speaking.”
To discover out extra about Thirst, artistic associate to the world’s finest and most bold beverage manufacturers, go to thirstcraft.com.