Boddingtons was a joy to work with, the bold timeless graphics were a gift for keeping the brand contemporary. The ‘Odd’ secondary packaging had done fantastically well but we needed to freshen it up. Humour has always been part of the Boddingtons brand and we came up with a more witty design using the Boddingtons bees (a symbol of Manchester’s hive of industry) to create the drop shadow of the B. The use of the big bold B really has great impact in store and using this as a shelf block for the secondaries will hopefully make the brand stand out even more.
— Sean Harvey, Design Director, jkr
We are delighted with the new Boddingtons design — it captures Boddingtons’ unique personality perfectly. We were keen to modernise the design, but in doing so it was important that we kept the distinctive colours and didn’t lose any of the brand’s rich heritage.
— Jo Allan, Boddingtons Brand Team, AB InBev