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 revelled football stands, through a new aspirational and modern representation of British-ness to maintain its No.1 position.
Portuguese Jews brought fried fish to England, and the British added fries from France, renamed them chips, added salt, vinegar and newspaper to make their national dish. Originally from China, Britons 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.
The new word mark links to the crest through brilliant rays. We applied ‘Brilliantly British’ across the entire brand experience, from limited edition packs, font and glassware and on into communications communications. Having repositioned the brand we went on through innovation to expand the portfolio with Zest and Carling Cider.