Born Beefy
Anyone who thinks that a freshly served lager is the cult drink of the UK has got it wrong. An absolute classic, especially on frosty days in football stadiums is Bovril – a British meat and yeast paste that you add to hot water or spread on toast. For almost 150 years, this popular power paste with its strong umami taste has been a traditional, savoury energy drink. We were delighted to give this iconic product a fresh-looking, yet well-balanced packaging upgrade.
NEW
OLD
Deep-rooted
It was very clear to us that Bovril is a heritage brand and any change requires respect for its iconic appearance. We created a design with great tact and sensitivity, that emanates energy, warmth and tradition. We combined this with a healthy dose of assertive beefiness and a touch of humour. The signature beehive-shaped jar with the red cap and bold, white typography remain. New icons on the label symbolise the three ways to use the product, plus a cow illustration and funny slogans. We’ve succeeded in creating a packaging design with a contemporary look and feel without losing the unmistakable Bovril character.
