by First name Last name on 08/26/2010 | 2 Minute Read

Editorial photograph

UK’s leading lager Foster’s has unveiled a radical branding redesign that emphasizes its Australian personality and accentuates the quality and modernity of the brand. The new branding builds a strong point of difference for Foster’s in a market where most lager brands use heritage as a selling point. The new design clearly presents a progressive and positive attitude with its Australian stance—communicating sunshine, fun, informality and inclusiveness.

"Gayle Harrison
, Marketing Manager, Foster’s said, “The new visual identity represents one of the most significant changes in the brand’s UK history. It will revitalize the brand and add to the marketing momentum that is building on the back of the innovative advertising and sponsorship support we have put in place. Most importantly, the redesign will give Foster’s a powerful competitive advantage through the creation of an instantly recognizable brand mark that can be easily translated across all Foster’s branded materials.




All the new brand elements and packaging designs have been created by FMCG brand designers from BrandMe and is available in UK supermarkets and off-licences nationally from August.

John Wynne, Creative Director at BrandMe said, “Throughout the process it was important to consider all of Foster’s brand elements individually, and review their contribution to the overall brand expression. These elements were carefully researched with consumers to understand their value and equity. The famous Foster’s roundel has been retained but made more prominent and contemporary—now showing cues of sunshine and freshness. This iconic new mark is central to the branding and will provide huge standout and aid consumer recognition for the brand going forward.

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