The Coopers roundel has been updated with a contemporary and straightforward design that highlights the brand's history and brewing process
Australia-based independent family-owned brewery Coopers has updated the design of its portfolio of naturally conditioned ales and stouts.
The roundel has been updated with a contemporary and straightforward design in the first major update to core packaging in 20 years to highlight the brand’s history and brewing process, said the company.
The launch follows the firm’s new masterbrand positioning, Forever Original, which was revealed last year.
The company said that the beer is still the same, despite the visual alteration.
Coopers national marketing manager Kate Dowd said that the study among Coopers fans and new drinkers indicated strong recognition and likeability for the new packaging format.
Kate Dowd said: “The new design has been carefully developed with the objective of retaining our brand loyalists while also recruiting new drinkers to the Coopers brand.
“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.”
The 750ml company’s longneck line will also be packaged in a better bottle that was created to reduce weight in addition to design adjustments.
The firm said there will be no change in the lager offerings, including Dry and Premium Light.
The brand’s new style was provided by the design firm Cowan.
Beginning in September, products with the updated tap badges and redesigned packaging will be distributed to licenced locations around the nation.