Scottish soft drinks producer AG Barr has today unveiled a completely refreshed brand identity for Irn-Bru, in the brand’s first significant redesign since 2008.

The brand has been refreshed and modernised “to deliver a clearly defined brand presentation” while taking Irn-Bru back to its heritage.

A new, dynamic letter I icon has been inspired by the drink’s famous Made From Girders advertising campaign – and the association with strength, industry and authenticity that goes with it – and has been printed on pack to resemble the end of a girder. The new packaging also leverages the distinctive blue and orange of Irn-Bru’s existing colour palette to create maximum effect and standout on shelf, in a bid to champion the brand’s bold spirit and forge a greater connection with consumers.

The new branding, design and visual identity were all created by brand design consultancy Jones Knowles Ritchie (JKR).

The designs will be rolled out across cans, bottles, brand communications and external packaging, and include a new look sugar-free variant characterised its silver background.

JKR’s Stephen McDavid said: “One of our main objectives was to bring the brand’s two variants – original and sugar-free – closer together, creating a strong masterbrand identity. We also put a lot of emphasis on modernising the brand, whilst respecting its rich visual heritage.

“We worked closely with illustrator Chris Mitchell to resurrect the strong man from the original label, placing him back proudly at the centre of the brand. The wordmark has also been redrawn to ensure all the equities are communicating Irn-Bru’s bold strength.”

AG Barr head of marketing Adrian Troy added: “Shapes, colours and iconography are essential components of the Irn-Bru brand and we realise how vital design and visual identity are in making our brand connect with consumers.

“It was crucial that our new look retained the cues that make our brand so memorable and brought forth our unique strength and heritage. It also needed to work for our existing base of loyal and passionate consumers whilst appealing to a new wave of consumers.”