Consultancy JKR has created new branding and packaging for fizzy drink brand Irn-Bru, with the aim of conveying “strength” and an industrial feel.
The new look introduces a cleaner packaging design with less furniture, less imagery, less shadows and flatter typography and colours, which aim to make the brand more visible on shelf, says JKR.
It sees an orange can, with a blue girder icon at its centre that also resembles an “I”, encasing the logo and a man emblem in the centre of it. The sugar-free version sees a silver background colour to differentiate the two.
The simpler design aims to “modernise” the brand, says JKR design director Stephen McDavid, while also creating a unifying feel for the brand’s two product variants of original and sugar-free.
“One of our main objectives was to bring the brand’s two variants closer together, creating a masterbrand identity,” he says.
The new visual identity also aims to link to Irn-Bru’s “heritage” with its iconography – the incorporation of a girder emblem was inspired by the brand’s original slogan “Made in Scotland from Girders”, as well as its use in previous advertising campaigns.
It also keeps the icon of a “strong man”, redrawn by illustrator Chris Mitchell and “places it proudly at the centre of the brand”, says McDavid, with the aim of implying “strength, industry and authenticity”. The logotype has been redrawn, now completely in white, with no black outline or embossment.
The new designs will be rolling out across cans, bottles, external packaging and marketing collateral. The branding aims to be “consistent” and “flexible” across all touchpoints, says McDavid.
The new designs are part of a £6 million marketing push to promote Irn-Bru’s new partnership with The Football League and the Scottish Professional Football League.
Irn-Bru is owned by soft drinks company A.G. Barr. The company says it wanted the rebrand to work for existing customers while also “appealing to a new wave of consumers”.