Tennent's 1885 rebrands for home market push

by Jacquie Bowser, Brand Republic 02-Apr-08, 12:00

LONDON - Pearlfisher has created labels and secondary packaging for Tennent's 1885 export lager, which is being relaunched as a premium bottled beer in its home market of Scotland.

InBev, owner of Tennent's 1885, tasked Pearlfisher with creating a bottle identity that positioned the lager as a credible, premium drink for 18- to 34-year-old men. The previous brand identity relied heavily on Scottishness, with tartan and thistles.

The new look, which will be unveiled at the start of this month, uses contrasting black, silver and Tennent's red to portray a strong, authoritative and premium presence.

The badge features symmetrical lines that fan out from the 1885 symbol, giving it depth and interest. This logo is also displayed front and centre on the secondary packaging.

Shaun Bowen, Pearlfisher creative director, said: "We have created a refined, attractive badge to enable lager drinkers to drink Tennent's 1885 with pride.

"This was an exciting project bridging the gap between the original and its modern day counterpart."