The updated visual identity, which will be applied to the entire Carling portfolio, including Original Lager, Cider, Citrus Twist & Premier, is described as being “simple yet proud”, and is designed to reinforce Carling’s position as the number one UK lager, according to the company.
The new look will roll out across the off and on-trade throughout this year, with revamped products expected to start appearing on shelf from March.
Jim Shearer, Carling’s brand director, said: “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.”
Carling partnered with global brand design agency BrandOpus on the brand refresh.
Nir Wegrzyn, BrandOpus ceo and founder, said: “It was important for us that the new identity be instantly recognizable 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.”