WELLS & YOUNG'S MCEWAN'S REBRAND
Brand evolution embodying a McNifficent heritage
Brand development and evolution, packaging design, merchandise and relaunch support material for McEwan’s Scotch Ale.
McEwan’s Scotch Ale, fondly known as ‘Red Top’ by its legions of fans and one of the brands most successful and best-loved export products, had seen a sharp decline and ceased production since its acquisition by Heineken UK, before being bought by Wells & Youngs with a view to resurrecting the brand to its former glory.
Bonfire were given the challenge of reconnecting the brand with its existing fans and introducing it to a new generation of beer drinkers. Deep research revealed that the brand had registered a distinctive blue/green tartan known as ‘The McEwan’s 1856’ through renowned Scottish tailors, Kinloch Anderson. This revelation was used as the springboard for the re-introduction of the original tartan to replace the red tartan seen on the labeling of the old bottle.
New branding was devised for the relaunch using the historic tartan that included bottle labels, four- and six-pack cartons and outer shipping cartons, bar lenses, drip mats, bar runners, glassware and other on-trade promotional materials.
After a successful relaunch in the UK, McEwan’s Scotch Ale was launched in the summer of 2013 in the USA and Canada. Since then Wells & Young’s has also launched the range in Italy on draught.
RESULTS
- In-depth research led to rediscovery of historic brand asset
- Successful modernisation and relaunch of a heritage export brand
WHAT OUR CLIENT SAID
“This project was about taking a very traditional and much loved beer, which had had no TLC for a number of years. The old design was very traditional and very dated. The concern was to not over modernise it as that would have been the wrong direction. The design needing updating but be sympathetic to the origins of the beer’s heritage. Bonfire came up with a number of excellent options for us and worked tirelessly on the details.”
