Landor Associates developed new identities for two Molson Coors’ ale brands in the UK—Caffrey’s Irish Ale and Worthington’s family of ales. Both of the brands are launching the new designs, which extend across primary & secondary packaging, glassware, font and visual identity system, in the country today, August 25.

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.

Ben Marshall, Creative Director, Landor Associates commented, “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.”

The design execution of Worthington’s family of ales ‘celebrates the character within’ by bringing to life the UK’s artisan brewers behind the brand located at the William Worthington micro brewery in Burton-upon-Trent. The brand identity extends across Worthington’s Creamflow, Red Shield, White Shield and seasonal ales.

“By focusing on Worthington’s unparalleled heritage we celebrate the characters behind the brand; from barley farmers & brewers to the ale drinkers who have loved it since 1744. We created the ‘grain-to-glass’ story and tasting notes which featured on-pack and across communication, these celebrate the flavour characteristics of the ale in an accessible way for Worthington’s drinkers. The dagger and shield were brought to the fore as key design assets that now standout in the bar and on-shelf,” explained Marshall.