Harp Lager targets a new generation of drinkers with refreshed brand identity from JDO
Harp Lager has undergone a brand redesign in a bid to increase the brand’s relevance to a new generation of Northern Irish drinkers, whilst restoring the brand’s heritage.
JDO Brand Design & Innovation was tasked with refreshing the harp marque following increasing competition from international brands. The Samuel Beckett Bridge in Dublin is one of the inspirations behind the new brand marque, with chrome added to the Harp blue colour palette to deliver a premium feel.
The brand identity is drawn from the concept of taut strings on a harp, with these torsion lines used to give Harp a sharper edge, retaining the brand's masculinity. The master brewer’s signature also features on the packaging in a bid to bring more credibility and authority to the brand look.
Colum Campbell, brand manager at parent brand Diageo, said the new look was both “distinctive and iconic,” with Fiona Florence, client business director at JDO, commenting: “We needed to breathe life back into the Harp brand and give it some depth, personality and integrity. It’s well loved and has a strong place in the hearts and minds of Northern Ireland’s consumers...we just needed to give consumers a reason to believe in the brand.”
JDO design director, Ray Smith, added: “Our aim was to reinvent, reappraise and reset the Harp brand experience for consumers, as well as enhancing the value and quality perception of its brewing heritage”
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