Bluetongue brings lizard to life
New Branding Revitalises Bluetongue as it Takes on New Market Share
2nd June, 2008: Bluetongue Brewery today announced a ‘refresh’ of its packaging, fours years after entering the Australian beverage market. The strategy behind the re-branding is to revitalise the Bluetongue brand by embracing its Hunter region origins and to create a more dynamic portrait of the iconic ‘lizard.’
Since being acquired by Pacific Beverages, a joint venture between SAB Miller and Coca-Cola Amatil, Bluetongue’s distribution has greatly increased with projections to roll out on tap nationally within the next six months.
Dennis says, “It is important that drinkers who are newly exposed to the brand can become familiar with its heritage from their first drink and we believe that the new branding creates these affiliations instantaneously.”
The new packaging will enter the market from June 2008, encompassing a complete redesign across all packaging, including on premise and off premise communication.
Andrew Hoyne, Principal of Hoyne Design, who are responsible for the new branding says, “We approached this brief with a view to strengthen the already successful Bluetongue brand. We felt it was paramount to retain and build on Bluetongue’s unique and quirky Australian characteristics by utilising an earthy colour palette and adding quality statements on both the front and back of the labels. The result is a premium quality brand presented in a memorable way.”
For more info go to Blue Tongue’s website