...and the Crafty Fox!
Greene King brought in Ziggurat Brands to develop the packaging of bottles, cans and multipacks for Old Speckled Hen. After widening its reach beyond its core customer base with the launch of new variants, the brand was keen to refresh the packaging to reflect its new generation of beer drinkers.
The new design uses the brand’s motif – the crafty fox – an image which has been softened in order to give him a broader appeal. On a linocut background with subtleties of gold and green, we see the delicate fox character chasing a hen, which is making its very first appearance on pack. The change demonstrates a clear shift in the brand identity that avoids the sense of corporate control, and puts the craft back into Old Speckled Hen.
Dom South, Marketing Director at Greene King, said: “This packaging redesign, courtesy of the talented team at Ziggurat, will help take the Old Speckled Hen family to younger beer enthusiasts while retaining the loyalty of existing drinkers. It was important that we evolved to stay relevant in what has become an incredibly competitive marketplace.”