The consultancy has brought in a redrawn brand mark, as well as an embellished version of the arrow device and ‘exploding fruit photography’, which is used on secondary packaging.
Tony Connor, design director at Bulletproof, says the new identity is ‘simple yet powerful’.
He adds, ‘The duality of the brand mark represents both the crisp cut-through product taste and brand heritage via the crafted arrowhead, confident archer and tension in the bow.’
He adds, ‘The archer stands with pride, creating impact through the strong black and gold colourways.’
Bulletproof is rostered to Strongbow brand owner Heineken and has worked on previous projects for the client including branding and packaging for Strongbow Gold.
The new branding and packaging launches this week.