Tetley’s No.4 Premium Lager

Agency: Fun Agency
Creative Director: Paul Alexander
Design Director: Sarah Jarman Alexander
Typography: Rib Clarke
Photography: Crop45
Location: United Kingdom
Project Type: Produced
Client: Carlsberg Marston’s Brewing Company
Product Launch Location: United Kingdom
Packaging Contents: Lager
Packaging Substrate / Materials: Glass bottle, Aluminium, Cardboard

Branding for a new sort of lager, the very first from Tetley’s, one of the longest standing ales within the UK market place. Established originally in 1822 by Joshua Tetley & Son in Leeds, Tetley’s was and still is famed for its long standing Original Bitter Cask Ale, Smooth Ale and Golden Ale.

Naming it No.4 continued the tradition set by Joshua Tetley in naming brewing recipes numerically. A typographic approach, and the name No.4 fitted within Tetley’s existing portfolio but is distinctive enough to attract a younger consumer and clearly communicate Premium Lager. We also proposed a hierarchical change. The Tetley’s coat of arms iconography moved down in hierarchy becoming a badge of quality.

Gun metal grey and gold not only added strong shelf presence but communicated quality, premium lager cues. We also created a brand campaign ‘IT’S THE SORT OF LAGER THAT….’ along with a supporting campaign strap line ‘TETLEY’S PROPER DECENT’ creating an honest, straight talking, friendly tone of voice.