Packaging News In Brief: Boddingtons

Boddingtons is a bitter ale originally brewed in Manchester now owned and distributed by Belgium based Inbev. This week sees the launch of a new can and pack design created by international design agency JKR.

After 14 years, Boddingtons has been given a fresh new look. The new packaging is designed to build on the existing equities and give Boddingtons a new level of standout. “The challenge for us was to attract a new younger audience, whilst keeping the unique character that existing consumers remember with such affection. It was vital that the new design was not retrospective, but felt modern and relevant.” Georgina Leigh-Pemberton, Account Director, jkr.

- Taken from the JKR website

I think this is quite an interesting direction that manages to lighten the layout and give it a more iconic and distinctive character in much the same way Coke recently redesigned its Diet brand with bold and over-sized type. The Bees have been released from the logo lock-up and create a neat and dynamic visual device across the body of the can.