SCOTTISH beer brand Tennent’s has unveiled a brand refresh of its can's design.
The Glasgow-based brewer revealed the fresh look today, which draws inspiration from the company's history.
It is the first time the beer has been redesigned since 2018 and comes alongside a marketing push with new TV adverts, outdoor advertising boards and a social media campaign.
Tennent's worked with global creative partners Thirst, who redesigned the can "to create a new visual identity that was modern yet reflected the brand's heritage".
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The Thirst team – led by executive creative director, Matt Burns – sought to reflect the "pride and quality of the brand" in the new design while still honouring Tennent’s iconic colour palette and legendary red T.
“This project is a dream come true. There’s so much passion for the brand – from our team, from the Tennent’s team, and from everyone in Scotland. We poured all of that into the design,” explained Burns.
“It was essential we put the heart that goes into Tennent’s Lager onto the can. We re-visited the beloved iconography, adding depth and richness, and introduced new markers to tell the story of the quality and skill that bring the lager to life and re-energise the brand.
“Scots are known for their optimistic outlook and the brand has always leveraged that energy to create uplifting, meaningful brand conversations. We set out to celebrate and amplify the position that Tennent’s represents in Scottish culture and beyond.”
The launch also coincides with the launch of Tennent’s biggest marketing drive in eight years.
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Paul Menzies, C&C’s brand and marketing director (beer), said: “Tennent’s Lager is one of Scotland’s most important and enduring brands.
“Thirst creates design and branding that goes beyond the aesthetic into what the brand really means to people.
“This is not so much a revolution, but an evolution, and everything that is immediately recognised about Tennent’s Lager is still featured within the packaging and design. We want to make the arrival of a new Tennent’s Lager can an event to get people talking.”
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