First new Tennent’s lager can design in five years unveiled

Scottish beer brand Tennent’s Lager has revealed a new look for its cans for the first time since 2018.

The Scottish brewer worked with global creative partners, Thirst, to create a new visual identity that was both modern and reflect their heritage. The project aimed to build on Wellpark Brewery’s historic place in Scottish culture.

The Thirst team – led by executive creative director Matt Burns – sought to reflect quality in the new design while still honouring the traditional colour palette of the cans and keeping the recognisable red T.

The new brand identity will roll out throughout Scotland and beyond in the coming days across the brand’s full packaged range. This coincides with the release of limited edition glassware featuring illustrations by Tobias Hall, and a new TV commercial.

Commenting on working on the project, Burns said:  “This project is a dream come true. There’s so much passion for the brand – 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 beloved iconography, adding 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.”

Paul Menzies, C&C’s brand and marketing director (Beer) added: “Tennent’s Lager is one of Scotland’s most important and enduring brands. When approaching an evolution of its visual identity, we wanted to respect that history and heritage whilst looking to embrace more current trends and design elements.”

“Thirst creates design and branding that goes beyond the aesthetic into what the brand really means to people. A lot of work goes into delivering that and it's reflected in the output. Over and above this, the team were a pleasure to work with throughout and sought to collaborate in a spirit that does justice to our brand icon.”

More information on Thirst can be found here.

28 July 2023 - Bradley Weir