Brand Redesign

Tooheys

There are only a handful of truly iconic Australian brands—ones that not only have stood the test of time but have managed to resonate with generation after generation. Tooheys—a 150-year-old brand—is one of them. However, after over a century of rich stories, iconic ad campaigns, myriad sentimental and nostalgic associations, this Aussie brand had gone from champion to challenger. To re-establish the brand in the hearts and minds of existing and future Tooheys fans, a refreshed and reenergised brand was needed to shift it from gaming room beer—to the front bar favourite.

My task was to do an image of a new stag. Tooheys stag had to reflect the brand’s strength and reliable character, so it embarked on a rigorous deep dive into stag symbolism and coat of arms heraldry.

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This led to the stags new posture, known as a ‘stag trippant’, involving a standing stag with a single hoof elevated. This facilitated a shift away from the ‘stag head couped’, reverting back to a full-bodied stag, similar to that first adopted by the Tooheys brothers.

The hero products NEW, OLD and DRY, were effectively sub-brands, defined by their strikingly simple 3 lettered words. These names deserved as much visual presence on the packaging as the Tooheys masterbrand itself. Using the same researched thinking applied to the Tooheys wordmark, we developed custom type for each product SKU, creating a connection between the three iconic beer names and the Tooheys wordmark.

Credits:

Stag Illustration - Miloš Milovanović

Typography (Logo/Pack) - Dave Foster

Visual State - 3D renders