Independent family-owned brewery Coopers has unveiled a brand-new look for its portfolio of ales and stouts.
This is the first major update to Coopers’ core packaging in 20 years, and follows the brand’s new masterbrand positioning, Forever Original, unveiled last year.
Coopers National Marketing Manager Kate Dowd says research indicated strong recognition and likeability for the new packaging format.
“The new design has been carefully developed with the objective of retaining our brand loyalists while also recruiting new drinkers to the Coopers brand,” she says.
“The refresh brings overall consistency to the Coopers ale range and has been designed to stand out on shelves, making it easier for our fans to spot their favourite brew.
“Coopers is excited to share our new look and we know that drinkers will continue to enjoy the great Coopers taste they know and love.”
In addition to design changes, the 750ml Coopers longneck range will also be packaged in an “improved” bottle developed to minimise weight.
There will be no changes to the Coopers lager products, including Dry and Premium Light.
Products featuring the new packaging and updated tap badges will begin rolling out into liquor outlets and licenced premises across the country from next month.
Design agency Cowan was engaged to deliver Coopers’ new look.