Landor to rebrand Cobra beer

Cobra Beer has appointed Landor Associates as its new consultancy to work with the brand’s in-house team on all aspects of branding and design.

Landor triumphed to win the work following a three-way paid pitch against Drink Works and Blue Marlin. Cobra had previously worked with Williams Murray Hamm.

The consultancy’s first task will be to review the brand’s labels and packaging for the Cobra 5 per cent Premium, Lower Cal and 0.0 per cent products ahead of a major push into the on-trade market.

Derek Johnston, creative director at Landor Associates, says, ‘Packaging is a cut-through to decision-making for consumers, often the first moment of truth in making real brand connections.’