A 21st century take on Victorian values

One of the most valuable assets for any brand is longevity and tradition. PKN takes a look at three beverage brands, all with roots in the 1800s, and at how their owners have employed design to give them a contemporary and wide appeal without losing site of their heritage.

Contemporising a hot cuppa

Client: Nerada Tea

Brand: Nerada Tea Cup & Pot Bags

Agency: Tweak

The Brief: North Queensland’s Nerada Tea has prided itself on supplying Australian-grown tea over a history it traces back to the 1880s. While long making use of its heritage cues, it felt the time had come to reposition the Nerada range to modernise with current category cues for the hot beverages segment, while maintaining its brand values.

The Solution: By evolving the logo and packaging architecture, Sydney agency Tweak added natural tea imagery to the packs, while highlighting and strengthening its Australian-grown and -made and pesticide-free messaging. Modernity and premium cues were increased on the packs in order to engage new consumers, while still maintaining the brand’s current loyal user base.

Campari talks Turkey Client: Campari Australia Brand: Wild Turkey Ready-To-Drink Agency: Saltmine

 

 

The Brief: Wild Turkey Bourbon has been made without compromise in the traditional fashion for over 150 years to ensure its high quality and premium positioning. When Wild Turkey was preparing for global packaging changes in its glass spirit range and greater variation across its ABV (Alcohol By Volume) levels in the RTD (ready-to-drink) range, the local Campari team called on Saltmine Design Group to redesign the RTD range for the Australian market. The agency was briefed to bring a fresh look to the RTD range, which now consists of Wild Turkey 101 Premium Blend, Wild Turkey & Cola and Wild Turkey & Dry, in both bottle and can formats.

The Solution: The Australian RTD redesign coincided with new graphics for Wild Turkey globally, including a new logo with a refined turkey illustration, clear range navigation through bold numbers and colour bands. Saltmine created a bold, contemporary design that builds on the brand’s rich heritage through the strong use of the iconic turkey illustration on the labels, along with barrel photography on the four-pack wraps. Historically appealing to the older bourbon drinker, Wild Turkey wanted to invite younger consumers into the brand (25-35yo) hence the contemporary look, while confirming with existing consumers that they are drinking their preferred choice of bourbon by retaining the genuine, quality cues. The rich heritage of the brand was injected through the use of the rough-edged die-cut labels, the distressed label colour and the rustic ‘Real Kentucky’ icon. The new international logo and turkey logo were supplied from the US and are a mandatory inclusion in the new design.

Celebrating a brewing milestone Client: Coopers Brewery Brand: Coopers Ales Agency: On-Creative

 

 

The Brief: Coopers Brewery decided it wanted to introduce vivid new packaging for its ales to celebrate its 150th anniversary and to give its products greater visual impact in
the market. It was after a clean new design to make Coopers products more easily identifiable in liquor outlets and offer a fresh new look as the company geared up for its next 150 years. Proudly South Australian, the Brewery approached Adelaide design house On-Creative to take on the challenge.

The Solution: The new packaging, from cartons to ale labels, is now being rolled out around Australia, and features the use of colour coordination to differentiate the various products in the brewery’s ales range. For example, Coopers Original Pale Ale, commonly known as Coopers Green because of its green label, will now be sold in predominantly green cartons rather than silver cartons; Sparkling Ale, also known as Coopers Red, will be in red cartons; Mild Ale cartons will be ochre coloured; Stout will be in yellow cartons; and Dark Ale will be in brown cartons. These colours also flow through to the cluster packs inside the cartons. In addition, all bottles will have special neck tags showing the Coopers 150th anniversary logo, while the bottle caps will also celebrate the milestone.