Heverlee, the premium pilsner lager, is undergoing a brand refresh, with an evolved brand visual identity that launched this month.
The new look sees a continued premiumisation of all packaging and point of sale materials, with the iconic Heverlee fox, designed by renowned Belgian street-artist Dzia, remaining at the heart of the design. The new design includes enhanced gold detailing and a subtle nod to the fox in the wordmark.
The design has been informed and validated by robust consumer research across Scotland, England and Northern Ireland with respondents feeding back positively that the new design looked distinct, unique, premium, modern and refreshing.
Heverlee brand manager, Michael McAdam said: “With volumes increasing 9% in the first half of FY24, compared to H1 FY23, Heverlee is going from strength to strength and as we move into FY25 we want to accelerate that by continuing to premiumise across the brand. We have carefully evolved Heverlee’s visual identity to bring in gold detailing and softer curves on labelling, while making more of our fox icon.
He adds: “The feedback we have had from consumers about the new look is really encouraging and we are confident that we’re setting the brand and our customers up for continued growth across the on and off-trade in the years to come.”
The new-look packs will be available in the off-trade from April and will be rolling out in th
