Marston’s Pedigree Redesign

Butcher & Gundersen refresh Marston’s Pedigree.

Butcher & Gundersen have refreshed the Pedigree brand and label design for Marston’s. The brandmark has been modernised, moving away from the curved holding device to a new squarer shape, providing a clean, more contemporary look. The label has also moved away from the traditional oval shape, with the introduction of a more modern typographic treatment and hierarchy of product information on a cleaner, de-cluttered background.

The design now reinforces Pedigree’s provenance and the heritage of its unique Burton Union System method of brewing, with an illustration of three oak barrels, which is further endorsed by the introduction of the signature of the brewery’s on-site cooper. The Pedigree brand remains the official beer of England cricket and so retains the ECB endorsement on the neck label and crown.

“The refreshed look of Pedigree allows for the brand to communicate with a wider and younger audience whilst not alienating the existing consumer. On shelf, the standout of the new rejuvenated Pedigree design has dramatically improved and we think it looks fantastic!” said Zeffy Dougekou, Creative Director of Butcher & Gundersen.

Gaynor Green of Marston’s commented: “In a competitive market place we wanted a better stand-out appeal on shelf for the shopper whilst reminding them of our unique brewing method: We remain enormously proud to be the only brewer left in the world that still ferments its ale in the traditional Burton Union System using oak barrels and wanted the label to reference our story.”