Over the course of 130 years, Tennet's has established itself as Scotland's market leading lager brand. To help maintain and secure this position, ADS2 Brands recently worked with the brand team in Glasgow and D8, its appointed design agency, to deliver six new dispense fonts; Tennet's first major on-bar redesign in over 8 years.
ADS2 Brands is delighted to report that its new font for Tennent's - Scotland's best-selling lager brand - has won gold in the design category at the Marketing society Scotland Star Awards 2017.
A shining example of collaboration and partnership, the bespoke beer font was developed jointly by ADS2 Brands, Tennent's Caledonian Breweries and D8, which was nominated for Scotland's most hotly contested marketing award.
The new font design features the iconic 'Red T' logo and artwork inspired by its rich brand history, created using an innovative printing and manufacturing solution to enable easy and economical rebranding in trade.
Images used in the initial six designs include 'Tennent's Lovelies' based on the brand's classic can designs from the 1960s; 'Thirsty', inspired by recent off-trade packaging; 'Murder', featuring one of the brand's much-loved Pintling characters being pursued by a thirsty drinker through the streets of at night; and 'At the heart of it', which features an art deco image of the Tennent's brewery in Glasgow.
The font is designed so that the branding is easily interchangeable, so messaging can be tailored according to the needs of individual outlets and marketing campaigns; this helps Tennent's to engage with new markets and consumers while also creating a real talking point on the bar counter.
Entries were judged on how they delivered strategic and creative excellence and design effectiveness, with the Tennent's font cited for its originality, creativity, execution and implementation.
Designed to drive sales, improve standout, and maximise the strength of the brand, the font benefits from cutting edge manufacturing and printing techniques developed by ADS2 Brands. These allow for branding to be changed quickly and simply on the bar, giving Tennent's a customisable media space in every outlet, which can be used for promotional opportunities and targeted messaging.
The font comprises three main elements: THE CORE, LENS CARRIER AND LENS ITSELF. The core is built around a central spine of LEDs, over which sits the opaque injection moulded convex lens carrier. Over this is placed the vacuum formed acrylic lens, which acts like a branded skin covering the body of the font. Branding messages can be changed quickly and easily on the bar and tailored to the needs of individual outlets and marketing campaigns, helping Tennent's to engage with new markets and consumers while also creating a real talking point on the bar.
All the print was produced in-house and required careful control and manipulation of the artwork to ensure each branded lens was free of distortion once formed to the carrier's shape. This flexible approach means that one-off designs can be produced cost effectively, with one being the minimum order quantity.
This innovative solution means that a host of different imagery can be used to communicate what the brand stands for, keeping it fresh and alive in the eyes of consumers. Changes can be made instantaneously, and while this means that draft beer fonts on the bar counter may differ from one venue to the next, they all share a common essence that's true to the brand's core and deliver a coherent consumer experience.
Attending the awards were ADS2 Brands creative and technical director, Sean Fortune, and global key account director, Tracey Godwin who said: "We are thrilled that the Tennent's font has received such recognition, and that it is proving to be such a success in trade where it has delivered a 4.4% uplift in volumes.
The font is being installed in every pub across Scotland, which should see an additional 4.4m pints of Tennent's poured, so the future continues to look golden!"
Six designs have been released thus far, however more will be released over time to suit the different styles and audiences found within Scotland's pubs, bars, restaurants and breweries. The font made its debut in July 2016 at the T in the Park music festival, which the brewer has supported since launch, before being rolled out to venues across Scotland.
This was a truly exciting project for ADS2 to be part of. The result is a dynamic new beer column that helps Tennent's to engage more deeply with consumers in Scotland.
Fresh, fun and dynamic. The new Tennent's bespoke font is easily recognisable on the bar and allows the brand to be agile and respond and adapt to any environment and marketing need. A real talking point on any bar counter.
This flexible approach means that one-off designs can be produced cost effectively, with one being the minimum order quantity.
Attending the awards were ADS2 Brands creative and technical director, Sean Fortune, and global key account director, Tracey Godwin who said: "We are thrilled that the Tennent’s font has received such recognition, and that it is proving to be such a success in trade where it has delivered a 4.4% uplift in volumes.
The font is being installed in every pub across Scotland, which should see an additional 4.4m pints of Tennent’s poured, so the future continues to look golden!"
