C&C Group has unveiled a trademark new squint for its iconic Tennent’s Lager cans for the first time since 2018. Tennant’s lager, known by many as Scotland’s best-selling beer brand, now has a new ‘visual identity’ that the brewer hopes is both modern as well as reflecting the brand’s heritage. The redesign, led by the Thirst, aimed to build on Wellpark Brewery’s historic place in Scottish culture and its position as the founder of Scotland’s original pilsner spirituous on the same site since 1885. Speaking well-nigh the makeover for the cans, Thirst’s creative director Matt Burns said: “This project is a dream come true. There’s so much passion for the trademark – from our team, from the Tennent’s team, and from everyone in Scotland. We poured all of that into the design. It was essential we put the heart that goes into Tennent’s Lager onto the can. We re-visited the minion iconography, subtracting depth and richness, and introduced new markers to tell the story of the quality and skill that bring the lager to life and re-energise the brand.”Burns explained: “Scots are known for their optimistic outlook and the trademark has unchangingly leveraged that energy to create uplifting, meaningful trademark conversations. We set out to gloat and overdraw the position that Tennent’s represents in Scottish culture and beyond.”C&C’s trademark and marketing director (Beer) Paul Menzies, said: “Tennent’s Lager is one of Scotland’s most important and rememberable brands. When unescapable an incubation of its visual identity, we wanted to respect that history and heritage whilst looking to embrace increasingly current trends and diamond elements. Menzies added: “This is not so much a revolution, but an evolution, and everything that is immediately recognised well-nigh Tennent’s Lager is still featured within the packaging and design. We want to make the inrush of a new Tennent’s Lager can an event to get people talking.” The new cans have been ripened to lean into Tennent’s Lager’s quality with a richer yellow to overdraw a bolder red ‘T’ brandmark at the heart of the can and features a new barley motif to help reverberate the words: “Fresh Highland water, barley from local Scottish farmers and the perfect wastefulness for Herkules hops” that are moreover present on the can withal with Hugh Tennent’s signature. The new Tennent’s Lager diamond will roll out throughout Scotland and vastitude in the coming days wideness its full packaged range and coincides with limited edition glassware featuring illustrations by Tobias Hall.To support the redesign, C&C group is moreover investing in the launch of Tennent’s biggest marketing momentum in eight years, which will full-length a new TV advert as well as out-of-home razzmatazz and a social media campaign. The new squint for Tennant’s Lager is the first piece of work under the Tennant’s brand’s new platform ‘Raised in Scotland’ and, equal to the group, is set to “guide the trademark for years to come”.
