Last month, Landor released redesigns of the Molson Coors brands Worthington’s and Caffrey’s Irish Ale. The goal of the Caffrey’s rebrand was to “re-engage a lost generation of ale drinkers, encouraging them to once again include the brand in their drinking repertoire.”
Caffrey’s has a unique energy and movement in a beer that delivers a light and smooth taste. We sought to demonstrate this unique combination, deliberately shunning traditional ale design language in favour of a contemporary expression. The Irish knot has been brought to the fore across all communication, it not only promotes the brand’s strong Irish heritage, but also its smooth product flow and the social connections that Caffrey’s is renowned for.
— Ben Marshall, Creative Director, Landor Associates
The Caffrey’s can, before and after redesign