Elmwood brands Barr range and wins Census

Elmwood has unveiled the design for a new product range of Barr Soft Drinks, while the agency has scooped the brief to brand the 2011 England and Wales Census.

The Barr's Originals range features classic drinks flavours including traditional lemonade, dandelion and burdock, cream soda and ginger beer. The range is aimed at 40-60 year-olds and is said to be a response to the trend for 'simpler, healthier and better living, and for using fresh and natural ingredients'.

Stressing that authenticity is important to these traditional drinks, Elmwood has told a bit of Barr Soft Drinks' history on the back of each pack.

Meanwhile, Elmwood has been tasked by The Office for National Statistics (ONS) to develop branding for the 2011 Census in England and Wales.

The appointment follows an undisclosed four-way pitch managed by the Central Office of Information (COI).

ONS takes a census of the population every 10 years. It says it is essential that comprehensive plans are put in place now to ensure it runs smootly in 2011, and that includes tying up the branding.

Helen Bray, head of communications and stakeholder management for the

2011 Census, said: "The Census is relevant to all groups in today's society and our aim is to communicate this positive message through modern branding."

Nicolas Mamier, Elmwood's Census branding project leader, added: "We are delighted to have been appointed for a project of such historic significance. Our goal is simple: make Census 2011 stunningly effective."

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