Brewer InBev is set to relaunch its Tennent’s 1885 lager brand with a redesign by Pearlfisher.
The new identity launches next week in public houses and shops across Scotland and Northern Ireland, in a bid to make the drink’s bottles desirable as a premium option and to allow it to be marketed as more than an export brand, says a Pearlfisher spokeswoman.
Design Bridge’s current branding for the lager, which relies heavily on the concept of Scottishness – with its use of thistles and tartan – is to be replaced by Pearlfisher’s new colour scheme of black, silver and red.
The badge now uses symmetrical lines that fan out from the 1885 symbol, which has been made more prominent on the bottles. It will appear on all packaging.
The aim of the redesign is to make its labels feel more modern, says Pearlfisher creative director Shaun Bowen.
Pearlfisher was commissioned to create the work in November 2007, and has worked with the brewer since 2006.