The objective was clear: refresh the core brand identity of Tennent’s. While it remains a national icon, there was a pressing need to modernize its image to stay relevant in today’s market.
Particularly among younger consumers, the brand faced the risk of being perceived as familiar but not innovative, leaning more towards tradition than progress.
The redesign prominently features Tennent’s most recognizable asset, the red ‘T’, giving it enhanced scale, depth, and confidence. This strategic move aims to align the brand with evolving consumer preferences, especially in the context of food and drink sustainability.
A revitalized color palette, refined typography, and enhanced craft cues create a sense of pride and presence—both on the shelf and in consumers’ hands—while ensuring that the packaging remains sustainable.
Building on this foundation, Thirst collaborated closely with Tennent’s on a new innovation pipeline. This effort illustrates how the brand can evolve while remaining true to its lager heritage, addressing current food and drink consumer trends.
These collaborative efforts have already led to the launch of Tennent’s Bavarian Pilsner, a limited-edition release inspired by the pioneering spirit of Hugh Tennent. This offering merges Glaswegian grit with traditional Bavarian brewing techniques. Additionally, Tennent’s Tops introduces a zesty twist on the classic recipe, designed to appeal to new occasions and diverse audiences this summer.
Hazel Alexander, Senior Brand Manager of Tennent’s Lager, stated: “Working with the team at Thirst has been a genuinely collaborative experience from the very beginning. Starting with the core rebrand and now extending into innovations like Bavarian Pilsner and Tennent’s Tops, they’ve helped us evolve the brand visual identity in a way that feels both progressive and authentic to who we are.”
Matt Burns, Founder and Creative Director of Thirst, added: “With iconic brands, the smallest changes carry the most weight. You’re not trying to reinvent; you’re refining, strengthening, and giving the brand the confidence to move forward. What looks incremental on the surface can unlock something much bigger: a system that allows the brand to evolve, expand, and stay relevant over time.”