H&M sharpens Harp packs for off-trade sales push
Lager brand Harp has called on Holmes & Marchant to redesign its packaging in a bid to improve its off-trade sales in Northern Ireland.
The Marlow-based design agency has revamped the brand's take-home packs, including bottles, cans and shrink-wrap carriers.
The new look features a brighter blue base colour that is designed to reflect the recent launch of a Harp extra cold variety in the on-trade.
In addition, the bar behind the logo has been changed to a darker shade of blue to make the logo, which has not changed, more prominent.
Holmes & Marchant account director Hayley Laven said: "Harp is Northern Ireland's number one lager in the on-trade, but in the highly competitive off-trade sector it needed to raise its game.
"The new pack has fantastic stand-out in store, with a clean look that still contains all the important information: the brewery logo, the wheat – all visual cues that this is the same drink that people in Northern Ireland know and love, but really brought up-to-date."
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