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.


Britishness is not an obvious brand trait when Molson Coors is Canadian beer with a Czech brewing process. Yet it is a great example of the British trait of adopting great ideas from all corners of the world and putting your own stamp on it.

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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.


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 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.


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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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