Red Stripe revamp to target cult drinkers

Jamaican beer Red Stripe is embarking on a design-led marketing drive aimed at increasing its share of the cult drinks market for 18-24 year olds .

The Creative Leap has created a new brand identity for the beer and incorporated it in the new packaging it has designed for the can, bottle and multipack versions of the drink.

“We wanted to hit more of our 18-24 year old target audience by freshening its image, without losing the down-to-earth quality of the beer,” says The Creative Leap director Trevor Bradford.

“Our task was to pull together the Red Stripe identity. We did this by evolving a new marque for application across the brand and through greater unity in the packaging – which we have done by bringing the colour schemes into line,” he says.

The new identity will eventually roll out to all aspects of the brand including point-of-sale material, signage and letterheadings. The consultancy is likely to draw up guidelines for its implementation.

The Creative Leap has also reduced the cost of the packaging, switching the can metal from aluminium to steel, and it has introduced a transparent label to the bottle.

HP Bulmer-owned Red Stripe hopes to further strengthen its brand in three months’ time, introducing a new beer font, also designed by The Creative Leap.