Fosters

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.”

Comments

[rafael armstrong]

Quite honestly, I'm not sure if this redesign will move me to want to consume Foster's more often (I'm not much of a beer drinker to begin with), but I certainly do enjoy the use of the halftone pattern in the "big O" ;) It's a nifty way to incorporate a gradient...

[BobSaget]

Refreshing Aussies Since 1888? No one in Australia drinks this crap, other than that it's fresh looking.

[Andrew]

The best thing that always appealed to me about fosters was the huge can, but it wasn't tall, just awesome. hah ha

I have to say, the halftone in the is pretty neat. From a short distance it gives a real nice highlight shadow effect that is all too popular with logos and such these days.

[ScorpioN]

Thanks for your explaining..

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[Wade]

Uuugh.

I agree that that the category is over saturated with claims of provenance and craftsmanship. And I agree with the idea of dialing up the Australian aspect of the brand.

But this is the result? Is the little kangaroo and the reference to "refreshing Aussies since..." really the best way to differentiate?
Halftone or no halftone, this redesign is missing the one thing that the old packaging had that made it unique: guts. A big oil can of guts. That is what Australians are. Individuals with spirit and guts.

This package is a slick attempt to be "modern" that was probably the result of asking way too many people for their opinions, and decision makers who defer any decision making to groups of consumers instead of designers with intuition.

What a waste.

[Matt]

The colors and the "O" say Fosters pretty loud and clear, the FOS at the bottom seems pointless. If they could emboss the F on the can that would really stand out. Great job otherwise.