Carlton & United Breweries
First brewed back in 1854, Victoria Bitter is the best-selling beer in Australia and one of the most iconic beers in the world. Brewed specifically for the harsh Aussie climate, VB is a full strength, full flavoured beer. When tasked with the redesign we needed to ensure that we evolved the brand to remain relevant with its existing loyal audience whilst also connecting with the next generation of drinkers. Redefining the strategy and refocusing what the brand’s mission of ‘rewarding hard work’ meant, and who it spoke to, was critical.
While remaining respectful of the powerful visual assets, it was important that the redesign enabled the Victoria Bitter brand to project itself with impact and confidence across its many touchpoints including packaging, ATL comms, merchandise and sponsorship. The brand needed to evolved to ensure application could be consistent, yet flexible and that the single-minded pride of the brand could be maintained.
Within the redesign the brand icon evolved, becoming circular that enabled the mark to be applied easily across traditional and digital formats. The creation of a suite of supporting visual equities breathed new life into the brand. We developed a typographic portfolio to complement the brand to ensure contemporaneity and authority could be delivered in a fresh and engaging way.
The redesign needed to drive modernity, whilst also being mindful of the past. Known throughout Australia as 'The Original Big Cold Beer' the application of the equities were used oversized to add stature and confidence. The new expression for the identity moved VB forward enabling it to extend its visual toolkit and to apply its brand personality to merchandise, partnerships and sponsorship with confidence and clarity.
“WhatCameNext_ has breathed new life into one of our most iconic beers leveraging its roots with even greater confidence and modernity. The redesign has moved us beyond being just a beer label. It enables us to speak with greater relevance to our existing drinkers and a new audience in stadiums, pubs and backyards alike. WCN_ has delivered a strategically solid design that confidently addresses our brand for the future.” Hugh Jellie VB Marketing Manager
Carlton & United Breweries/AB InBev
AU / NZ / SEA