Look of the Irish for Caffrey’s
Landor Associates has teamed up with brewer Molson Coors to unveil a new look for the Caffrey’s Irish Ale brand.
Caffrey’s, the smooth drinking non-traditional ale, has been redesigned to re-engage a lost generation of ale drinkers, encouraging them to once again include the brand in their drinking repertoire. The design builds on the brand’s smooth intrinsic product flavour whilst staying close to its contemporary Irish heritage.
The new design, which has been launched in the UK, extends across primary and secondary packaging, including cans.
Caffrey’s brand director, Nathan Haigh, said, “Caffrey’s possesses a latent energy in the brand that is there to be reinvigorated and help shake up the category once again. It has a smooth taste profile that we know consumers enjoy. We have given Caffrey’s a new lease of life visually and see the brand as being at the forefront of innovation within a stagnant category.”
Ben Marshall, creative director, Landor Associates, added: “Caffrey’s has a unique energy and movement in a beer that delivers a light and smooth taste. We sought to demonstrate this unique combination, deliberately shunning traditional ale design language in favour of a contemporary expression. The Irish knot has been brought to the fore across all communication, it not only promotes the brand’s strong Irish heritage, but also its smooth product flow and the social connections that Caffrey’s is renowned for.”
