WORTHINGTON'S: RE-LAUNCHING A NATIONAL TREASURE by Landor London for Worthington's

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WORTHINGTON'S: RE-LAUNCHING A NATIONAL TREASURE

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Industry Beers and Ciders
Media Design & Branding
Market United Kingdom
Agency Landor London
Creative Director Ben Marshall
Released August 2011

Credits & Description

Category: Consumer Products
Advertiser: SAB MILLER
Product/Service: BREWERY
Agency: LANDOR ASSOCIATES
Creative Director: Ben Marshall (Landor Associates)
Senior Designer: Brett Stabler (Landor Associates)
Junior Designer: Ian Ritch (Landor Associates)
Media placement: Design Concepts - Packaging, Pump Clips, Glassware, Coasters - 15th August 2011

Describe the brief from the client
Worthington’s, established in 1744, covers the Creamflow, Red Shield and White Shield brands. With traditional ale growing in popularity at lager’s expense, Worthington’s was perfectly placed to rejoin the party, if it could just sort out its appearance, so Molson Coors asked us to re-launch it.

Describe the challenges and key objectives
Worthington’s has always delivered on it’s promise of a good quality pint of ale. However, as the market has become busier, and the ale audience burgeoned, sadly Worthington’s voice had had become lost. We were asked to look into the brand’s past and present, to define its future position and expand its consumer base.

Describe how you arrived at the final design
We set out to ‘celebrate the character within’. This didn’t just promote the beer’s taste, but also the people that come together to create it. We used each Master Brewer’s signatures across the entire visual language, and the brand identity was an evolution from an old wordmark, that we found at the National Brewery Centre.

Give some indication of how successful the outcome was in the market
The Worthington family actually embraced the Brand Director at the re-launch - 'They kissed me!' - delighted to know that one of England's oldest beers now has an identity worthy of the beer.