Molson Coors and Landor Launch New Identity for the Worthington’s Family of Ales

The dagger and shield were brought to the fore as key design assets that now standout in the bar and on-shelf.

Sep 7 2011 --- Landor Associates was briefed by Molson Coors to reinvigorate Worthington’s, one of the UK’s oldest ale brands established in 1744. The design execution ‘celebrates the character within’ by bringing to life the UK’s artisan brewers behind the brand located at the William Worthington micro brewery in Burton-upon-Trent.

The brand identity, launching in the UK extends across Worthington’s Creamflow, Red Shield, White Shield and seasonal ales and includes primary & secondary packaging, glassware, font and visual identity system.

Worthington’s Brand Director, Nathan Haigh, commented, “The ale category is showing signs of growth for the first time in over a decade and Worthington’s is ideally placed to once again become one of the UK’s leading beer brands. Worthington’s drinkers are hard working people who value a good quality ale made with natural ingredients sourced in Britain, we deliver that for them consistently through our family ales of character.”

Ben Marshall, creative director, Landor Associates explained, “We created a design which is crafted, yet unique and understated. By focusing on Worthington’s unparalleled heritage we celebrate the characters behind the brand; from barley farmers & brewers to the ale drinkers who have loved it since 1744. We created the ‘grain-to-glass’ story and tasting notes which featured on-pack and across communication, these celebrate the flavour characteristics of the ale in an accessible way for Worthington’s drinkers. The dagger and shield were brought to the fore as key design assets that now standout in the bar and on-shelf.”

Richard Taylor, client director, Landor Associates, added, “Worthington’s has a unique pedigree, we simply wanted to celebrate the passion that people have for the beer and create a new legacy for the brand.”