Brewer Molson Coors has invested £5 million in redesigning activity for lager brand Carling as it continues its “Brilliantly British” campaign.
The move will see new Carling fonts, designed by creative design consultancy Echo, in pubs, bars and clubs across the UK.
The release of the new fonts mark the latest step in Carling’s overarching campaign, which has seen it work with Echo to establish its “Brilliantly British” branding across packaging and glassware throughout the last year.
Echo has created a new shape for the font, and Molson Coors claims it has conducted research which shows the new font could deliver an extra £1,100 spent by consumers on Carling per bar over a year.
Carling brand director Jeremy Gibson said, “Carling is the UK’s bestselling lager, a position it has maintained for over three decades, and we’re committed to working with publicans and bar staff to ensure their customers get the perfect serve every time, investing in a new font and glassware is just part of this commitment.”
Echo designer Niall McRiner said, “The design is a contemporary interpretation of ‘Brilliantly British’ and celebrates the detailed engineering and craftsmanship that helps make Britain so great. From a design perspective, it’s the perfect marriage of form and function – delivering understated beauty with the perfect British pint.”
Carling worked with Echo in May last year to design a new Union Jack-themed design which adorned limited edition retail packs of 10,12 and 20 Carling cans. The patriotic packaging was promoted across outdoor, press and TV.