Marston's Brewery

McEwan’s. Making the Smiling Cavalier relevant for a new generation of drinkers.

  • Branding
  • Packaging

The challenge

McEwan’s is Scotland’s number one ale brand and benefits from a loyal, but relatively static and ageing customer base. To keep in step with the fast-paced and ever-evolving UK beer category, B&G was briefed to refresh the brand identity to help McEwan’s recruit a new generation of drinkers without alienating its current fanbase.

The solution

McEwan’s is an institution that required a sympathetic evolution without pushing the design too far for the brand’s loyal drinkers. We carefully considered every element of the brand’s identity, including typography, label hierarchy and the iconic Smiling Cavalier. Now with glass in hand and featuring the tagline 'Raising a glass since 1856', he reflects the generous hospitality of Scotland while celebrating the brand’s heritage. Rolled out across McEwan's Export bottles, cans, and keg lenses, the redesign also included the brand’s bottled variants; McEwan’s Champion and McEwan’s Headspace – the Whisky Edition.

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