Brand Packaging

Russia > Redd's beer

August 3, 2009
SABMiller RUS, a subsidiary of SABMiller plc, has redesigned its Redd’s beer brand to better fit its female audience. The two new varieties, Velvet Fire and Dark Passion, feature feminine colors and designs to reflect the brand’s target audience: young females between the ages of 18 and 24.



SABMiller RUS, a subsidiary of SABMiller plc, has redesigned its Redd’s beer brand to better fit its female audience. “We have used the same graphics as Redd’s Original, but created the names, a new color palette and personality to reflect the taste and the sensual, provocative and feminine nature of the Redd’s brand,” says Sarah Butler, Redd’s designer and deputy creative director. The two new varieties, Velvet Fire and Dark Passion, feature feminine colors and designs to reflect the brand’s target audience: young females between the ages of 18 and 24. (Package design: Pearlfisher, www.pearlfisher.com)