Project Clients: Tennent Caledonian Breweries
Tennent’s Lager tasked 999 with creating the packaging design for a modern, no alcohol beer brand launched to fill a gap in the market for flavoursome, low-alcohol lager and coincide with the introduction of Scotland’s reduced drink-driving limits in December 2014.
With the target audience being mid-30s Tennent’s drinkers as well as younger and older drinkers, the packaging was designed to ensure all age groups would feel comfortable with a bottle of Hee Haw in their hand. To emphasise the tongue-in-cheek vernacular (hee haw means ‘nothing’ in Scottish), the focus was on vocalising and complementing the brand name. Once a unique brand mark was developed, a colour palette was devised to better reflect ’refreshment’, i.e.: silver accents alongside Tennent’s yellow. Traditional label shapes were used to ensure designs would feel relevant to older target markets but with bold slanted lettering to create stand-out. An exclamation mark incorporating the 0% was introduced to add personality and appeal to younger age groups.