</p><p>Barr’s is refreshed with new packaging and design by Stand
Barr’s new packaging and design by Stand has been launched.
The new glass-bottled soft drink range features the Barr’s branding above a saltire which is, in turn, placed over a striped background.
Martin Steele, brand manager for Barr’s, told The Drum that the company decided to commission the redesign following consumer research that indicated how much the Barr’s red logo meant to consumers.
“We were looking to update the packaging because we hadn’t done anything to it for a number of years. We wanted to give it a contemporary feel,” said Steele.
“It will tap into a very emotive side of the consumer psyche. It’s something that will be very familiar to them because a great deal of the design is based on the stripe of the glass bottle, which has a long heritage.
“It is important that the new branding stays familiar, but the refresh was needed. Hopefully the consumer will see the brand in a slightly different light.”
The launch will be supported by an outdoor campaign as well as PR, onpack promotions and point of sale.
Stand won the account following an all-Scottish, nine way competitive pitch in June 2006 following a period of consultation with Leithal Thinking, the brand consultancy arm of The Leith Agency.
Stand beat competition from Three Brand Design, Navyblue, Tayburn and 999, among others for the brief.