defining britain's biggest beer brand



Brand Strategy  .  Visual identity  .  Packaging Design .  Structural Packaging  .  3D Design  .  Innovation


When Echo and Carling began working together Carling was experiencing a category volume decline. Carling needed to reconnect with consumers beyond the football stands, through a new aspirational and modern representation of Britishness to maintain its No.1 position.


Britishness is not an obvious brand trait when the brand’s origins lie in Canada and a Czech brewing process. Yet it is an example of the great British trait of adopting ideas from all corners of the world and putting our own stamp on them.

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Portuguese Jews brought fried fish to England; the British added fries from France, renamed  them chips, added salt, vinegar and newspaper to make their national dish. Originally from China, the British added milk and sugar to tea for our national drink. They did the same for Carling, making a Canadian lager the country’s number 1 beer.


We applied the ‘Brilliantly British’ brand idea to Carling’s identity, creating a unique and symbolic crest full of provenance and meaning.


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The new word mark links to the crest through the ‘brilliance’ rays. We applied ‘Brilliantly British’ across the entire brand experience, from limited edition packs, font and glassware through to communications. Having repositioned the brand we went on to expand the portfolio with the Zest and Carling Cider innovations.


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Echo’s strategic thinking and design ability have proven to be very impressive. They understood our challenges and delivered a spectacular new visual identity.

Caroline Morley

Brand Manager


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