The challenge: Tetley’s one of the longest standing ales within the UK market place. Established originally in 1822 by Joshua Tetley & Son in Leeds, Tetley’s was and still is famed for its long standing Original Bitter Cask Ale, Smooth Ale and Golden Ale.

Disruption in the wider marketplace is being redefined by the blurring of lines between categories, and beer is no different. The differences between ale, lager, alcoholic and non-alcoholic beverages are blurring and lines are being crossed or fused to open up new categories or opportunities. The need to spot these ‘blurrings’ and be agile in responding to them is increasing.

Insights show that consumers are increasingly no longer only a lager or ale drinker, but increasingly drinking both for a range of different reasons and occasions.

Tetley’s embarked upon a project specifically designed to explore new category territories for its beers to occupy and to attract new younger consumers. A “fuller flavour, sessionable lager” started to be developed. The first time that Tetley’s has explored this style (lager) in its 199 years history.

Our Solution: Naming it No.4 continued the tradition set by Joshua Tetley in naming brewing recipes numerically.
A typographic design that fitted within Tetley’s existing portfolio but was distinctive enough to attract a younger consumer and clearly communicated Premium Lager. We also proposed a hierarchical change. The Tetley’s coat of arms iconography moved down in hierarchy becoming a badge of quality.
Gun metal grey and gold not only added strong shelf presence but communicated quality, premium lager queues.

We also created a unique brand campaign built around key messages ‘It’s the Sort of Lager that…’ along with a supporting campaign strap line ‘Tetley’s Proper Decent’ creating an honest, straight talking, friendly tone of voice.

Deliverables: Proposition, Naming, Identity, Packaging design across full range, Look and feel, tone of voice, Campaign creative, Glassware, pump lens and tap handle designs, Launch Photography and Brand guidelines