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Worthington's updates brand identity

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By The Drum Team, Editorial

August 25, 2011 | 2 min read

The brand identity for Worthington’s family of ales, has been redesigned by Landor Associates.

The rebrand sees Molson Coors aim to reinvigorate the Worthington’s brand, with the new design aiming to ‘celebrate the character within’.

The resulting identity will launch today (Thursday 25 August), and will extend across the range to include Worthington’s Creamflow, Red Shield, White Shield and seasonal ales, including primary and secondary packaging, glassware and fonts.

Nathan Haigh, brand director for Worthington’s, commented: “The ale category is showing signs of growth for the first time in over a decade and Worthington’s is ideally placed to once again become one of the UK’s leading beer brands. Worthington’s drinkers are hard-working people who value a good quality ale made with natural ingredients sourced in Britain, we deliver that for them consistently through our family ales of character.”

Ben Marshall, creative director, Landor Associates explained, “We created a design which is crafted, yet unique and understated. By focusing on Worthington’s unparalleled heritage we celebrate the characters behind the brand; from barley farmers & brewers to the ale drinkers who have loved it since 1744. We created the ‘grain-to-glass’ story and tasting notes which featured on-pack and across communication, these celebrate the flavour characteristics of the ale in an accessible way for Worthington’s drinkers. The dagger and shield were brought to the fore as key design assets that now standout in the bar and on-shelf.”

Earlier today, a new brand identity for Caffrey's by Landor Design was unveiled.

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