Carling reveals dynamic redesign
Carling has unveiled its most significant new off-trade packaging redesign in over 10 years. Molson Coors (UK & Ireland) appointed brand and product design consultancy Echo Brand Design in November 2010 to refresh Carling’s image.
Carling has unveiled its most significant new off-trade packaging redesign in over 10 years. Molson Coors (UK & Ireland) appointed brand and product design consultancy Echo Brand Design in November 2010 to refresh Carling’s image.
The strategic repositioning of Carling is complete with a new font, packaging graphics and glassware. The angled name and colour scheme of black, white and red is contemporary, stylish and instantly recognisable whilst the silver highlights the premium qualities of the brand. The Carling crest has returned in a new presentation, with the Burton and brewing heritage clear in both the emblem and reference to the brand’s beginning in 1840.
The redesign from Carling has been developed to ensure that the most popular British beer brand meets the needs of consumers in a dynamic and stylish form that brings energy and excitement back to the lager category.
Mike Read, Carling Brand Director, said: “The new packaging is a crucial element in our five point plan to rebrand Carling. Even though Carling has been the UK’s No.1 beer brand for three decades it is important to consistently position ourselves as an innovative category leader. The redesign introduces a more modern and stylish look whilst retaining a familiar look and feel that is characteristic of Carling.”
Source: Carling
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