The bold, new-look packaging gives the Tooheys range an updated, modern look that reflects the brand’s rich 154-year history.
Unmistakably the same well-loved beer, the revitalisation was undertaken by Melbourne-based creative agency Weave in collaboration with Lion Australia, Tooheys’ owners.
Dan Cookson, Creative Director at Weave, said the new designs were heavily influenced by the company’s heritage while also aimed at capturing new customers with refreshed packaging.
“This wasn’t about throwing yesterday away, we needed to both respect the past and have the courage to move forward, reintroducing it to a new audience while also rekindling the love held by existing Tooheys fans,” he said.
Mick Boston, Head of Design at Lion Australia, agreed. He said when commissioning the design update, the first since 2015, the team was mindful of working together to create something unique.
“Weave and Lion worked incredibly collaboratively on the Tooheys project. It is such a fine line refreshing an iconic brand like Tooheys, retaining all the well-loved memory structures whilst setting the brand up for the future.
“We’re confident we have created a look that honours our impressive past but keeps the brand moving forward,” he said.
Chris Allan, Head of Core Beer Marketing at Lion Australia, said that while the packaging has been updated, the Tooheys taste remains the same.
“We’re excited by the reimagined Tooheys design and feel it will resonate with current fans and new Tooheys audiences. Whilst there is a new look packaging, the great Tooheys taste remains unchanged,” he said.
The brand refresh has been rolled out across the entire Toohey’s portfolio, including Tooheys Old, Tooheys New and Tooheys Extra Dry.
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