Carling has updated its brand identity to give it a more modern feel as part of an ongoing shakeup at the brand that last week saw parent company Molson Coors appoint Havas to look after its creative account.
The new visuals by BrandOpus have been introduced to ensure “single minded consistency” across the entire Carling portfolio, which includes Original Lager, Cider, Citrus Twist & Premier, and to “reinforce” the larger brand’s position in the UK.
Jim Shearer, Carling brand director, commented: “The new identity is simple yet proud, reinforcing Carling’s values - genuine, dependable and unpretentious, cementing and driving our position as Britain’s original and best loved lager."
Rolling out across on and off trade assets throughout 2017, the new brand identity will start appearing on shelf, and behind the bar, from March.
Nir Wegrzyn, BrandOpus chief executive and founder, added: “It was important for us that the new identity be instantly recognisable as Carling, but enough of a visual shift to move the brand perception forward to reinforce their number one status. We organised the brand in a much more consistent way that would appeal to new consumers and loyal drinkers alike.”
Molson Coors kicked off a review of its creative account last October and said the requirement was for an agency that would "help consolidate its position as the UK’s number one beer brand, and drive further value from its partnerships," which include the English Premier League, Sky and Universal.
The account was previously held by Creature.