The consultancy has worked with Foster’s, which is owned by Heineken, for about two years, having created the current 500ml branding and packaging design.
BrandMe says that the smaller can designs will draw on the look and feel of 500ml version, maintaining the ‘sunny, upbeat premium positioning’ but with more ‘dynamic lifestyle elements on the pack to help differentiate usage occasion’.
John Wynne, BrandMe creative director, says, ‘The key element is that we’re trying to drive it as a roundel. The ‘F’ roundel is so iconic that it becomes more recognisable as the brand. Stubby is associated with Australia so it gives Foster’s the opportunity to own that sector.’
The Stubby can retains the core Foster’s yellow and blue brand colours and the ‘urban texture’, with bold capital lettering to denote the Stubby format.
Wynne says, ‘It’s a smaller format but it needs to retain the brand’s core qualities: it’s that dilemma of retaining that it looks like Foster’s, but not the one you know. We needed to communicate that it’s slightly more dynamic – it’s the idea that it’s refreshing and cold but with slightly more immediacy about it.’