Carling, a beer brand, updated its visual identity to create a more cohesive brand portfolio and increase sales in the UK by returning to its original black label and representing its heritage.

Design consultancy: BrandOpusAdvertiser: Molson Coors

Executive Summary

Our redesign for Carling has enabled the UKs largest beer brand to achieve substantial growth - despite the overall market experiencing an immense decline. Without any ATL support, growth has exceeded above expectations, in a climate where all the mega trends are affecting the category in a negative away, both on and off trade.

Although Carling is the UK's No. 1 lager, the mainstream lager category which it leads has been under significant threat.Volume sales are down by 5.6% in the past 4 years, whilst value is up...

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