We designed a new can for Scotland’s favourite beer.
Tennent’s wanted to premiumise the can while staying true to the brand. One initial step was to bring Hugh Tennent’s credentials as the UK’s pilsener pioneer to life on pack - a first for the brand story - through copy and illustration.
Research showed that red and yellow are the colours consumers associate most commonly with Tennent’s. They also give the brand unique shelf standout in the category. We used this to our advantage by showcasing the lager on the inside of the can on its outside and, after jumping through all the technical hoops required to perfect that, it was a case of letting the T do the talking.
We also art directed promo images of the can for use on outdoor advertising and social channels - a playful take on the unique design in line with the Tennent’s brand personality.
Rhona Fyfe, brand manager at Tennent’s Lager, said: “For drinkers in Scotland and abroad a pint of Tennent’s Lager is truly iconic, and we’re taking that image as the inspiration for our new cans. The design celebrates the liquid on the inside, which remains the same refreshing lager that was first brewed in 1885. We pride ourselves on brewing at Wellpark, using the finest quality ingredients as founder Hugh Tennent created over 130 years-ago. This story now takes pride of place on the can, highlighting the history, quality and provenance of the liquid inside.”