Greene King-owned ale brand Old Speckled Hen has rebranded its packaging to “put the craft back” back into the drink and reach a new generation of beer drinkers.
First brewed in 1979, Old Speckled Hen has in recent years widened its reach beyond its core customer base with the launch of new products, including a golden ale and a hoppy pale ale, and has looked to soften its long-running TV ad campaign, which features a fox seeking out an elusive hen.
The new design, created by branding consultancy Ziggurat Brands, aims to represent the fox as a symbol of the quality of the product and can be chasing a hen, which makes its first appearance on pack.
Dom South, marketing director at Greene King, said: “This packaging redesign will help take the Old Speckled Hen family to younger beer enthusiasts while retaining the loyalty of existing drinkers. It was important that we evolved to stay relevant in what has become an incredibly competitive marketplace.”
Ziggurat Brands collaborated with ad agency Grey and PR agency Popcorn on the project and following the retail launch on 21 November, will apply the designs to on-trade pump clips as well as supporting ongoing marketing campaigns around Christmas.