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Cobra
Launches 'Twisted' Draught Beer Font With Sights Set Firmly On Style-Bars
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Cobra Beer
has announced the launch of an innovative, new draught beer font with
the intention of increasing their presence in the on-trade drinks
market.
The fonts will
be rolled out to bars and restaurants from the week commencing 12th
June. The first accounts to take them are the Mitchells & Butlers
group and Rush and The Edge in Soho. Like Cobra's award-winning,
iconic embossed bottles before it, the 'twisted' beer font is a truly
unique and inspired design, created by acclaimed consultancy,
Williams Murray Hamm. |
Williams
Murray Hamm was given the brief of creating a new counter-mounted
draught beer font. As with the re-design of the Cobra bottle in 2003,
they were charged with delivering a premium, truly differentiating
font, appealing to young urban professionals. Cobra's intention is to
build on its strong foundation of draught distribution within Indian
restaurants and continue its expansion into style bars and
restaurants as they have successfully done with the bottles. It was
therefore crucial that the font conveyed Cobra's brand values but
took a direction of its own to be truly inspirational and different.
Garrick Hamm
of Williams Murray Hamm explains: "In a world of derivative bar
fonts that often look more like glorified skittle trophies than true
brand expressions, we wanted to create something that has never seen
before - something that is as head turning and unique as Cobra
itself." The design therefore needed to be both intelligent and
pioneering that would appeal to a wide range of consumers and also
have strong standout at the bar. Using existing brand elements and
icons, the font focuses on the Cobra story and like the embossed
bottle, it has a very distinctive appearance with its tall, twisted
structure. It also features a light within its base, which highlights
the Cobra story on the front of the font.
The launch of
Cobra's new draught font follows hot on the heels of recent
successful releases of three new products - Cobra 0.0%, Cobra Lower
Cal and King Cobra. The entire range of products, along with the new
font are currently being showcased together for the first time to the
UK's drinks industry at BAR.06 in London.
Cobra has high
expectations of the impact the new font will have. Simon Edwards,
Marketing Director at Cobra said: "We are delighted with the
design of the font, it is truly innovative, inspired and unique - all
important values of the Cobra brand. We are convinced it will really
appeal to the discerning lager drinkers that Cobra is targeting
across all its markets."
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