Boddingtons draught beer concept design leverages the brand characteristic of irreverence, boldness and stands out in a crowded product section.
Boddingtons as a client has long been known for a taste which is bold and aims to set itself apart in terms of taste and feel. After nearly 14 years of leading the product stream their market share started to dwindle in face of competing brands targeting young, hipster consumers.
True to their form, they decided to innovate and roped in creative agency jkr from U.K. The result was bright shades of yellow to reboot the brand identity. Instantly it connected with the younger, discerning crowd. The taste remains true to its draught bitter roots. Excellent bold type font and the graphical illustration of the bees (a trademark of Manchester’s hive) helps retain the unique character that existing consumers remember with such affection.
The shelf identity instantly increased with the new, brighter hues and the touch of humor kept the brand true to its roots while retaining the unique character and rich heritage. It was a widly successful collaboration with promise for more.