Molson Coors / Carling

Brilliantly British

The UK lager market was in decline and, as the leading brand, Carling was also suffering. The brand needed to reconnect with consumers beyond the football stands, broaden its appeal and establish itself as a more modern, aspirational brand.

Echo first developed a new positioning platform around the idea of ‘Brilliantly British’ and then, applying our integrated 2D and 3D approach, we modernised the brand’s image redesigning the brand mark, packaging, glassware and bar fonts.

Having repositioned the core we went on to develop an innovation pipeline and develop the Carling Zest and Cider innovations and new aluminium bottle formats.

Brand Strategy

Brand Identity

Range Architecture

Packaging Design

Structural Design

Product Innovation

Design for Manufacture

Artwork Production

Brand Guidelines


ECHO’s strategic thinking and design ability have proven to be very impressive. They understood our challenges and delivered a spectacular new visual identity.

Caroline Morley, Brand Manager