Scottish Courage is aiming to lift its McEwan’s Lager brand to the quality end of the lager spectrum with a new brew and a redesigned brand identity and packaging by Coley Porter Bell.
CPB has tried to create “a spirited, northern hero of a brand”, says a CPB spokeswoman. The design, by Matthew Muir, has the McEwan’s cavalier incorporated as a background image. The previous yellow is now gold to suggest quality.
But with 90 per cent of sales on licenced premises, the bar font is more important than the can. CPB describes the new font as “authoritative, tall and masculine”.