Review of brand extensions for Bombardier

When Wells & Young’s relaunched two Bombardier brand extensions – The Colonel’s Choice and Burning Gold – the challenge for Bonfire was to bring greater consistency and brand association across the range.

We redesigned the brand identities for The Colonel’s Choice and Burning Gold to better reflect each beer’s distinctive characteristics whilst ensuring each was instantly recognisable as part of the Bombardier family.

The Colonel’s Reserve was designed to have a heritage feel, epitomising the sense that this was the very best Bombardier beer on the market. Burning Gold, as a lighter beer, needed packaging to reflect this that would encourage those at the younger end of the target audience and/or lager drinkers to trial the product as an entry point into the Bombardier brand.

Initial sales figures have been very strong and the branding was implemented on bottle, outer packaging, draught pump clips and visual merchandising.

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