The other day, someone told me Irn-Bru hasn't ever changed its branding. That's not quite right. While they've successfully maintained their brand equity and integrity, Irn-Bru has evolved over the years. The brilliance lies in how subtly AG Barr Group have managed these changes.
Since 1901, Irn-Bru has undergone various updates, tweaking its logo, packaging, and marketing. A prime example is the 2016 rebranding, which modernised the brand while keeping its heritage of "industry and strength" intact (Design Week).
The key to Irn-Bru's success is consistency in core elements: the iconic orange and blue colour scheme, bold font, and cheeky tone. These elements create a strong connection with their audience, ensuring the brand's identity remains recognisable.
One of the most effective strategies Irn-Bru has employed is leaning into its Scottish heritage and harnessing Scottish humour in its advertising. This approach has endeared the brand to its home audience and created a unique and memorable brand personality. The clever use of local humour and cultural references resonates deeply with consumers, reinforcing Irn-Bru's image as a quintessentially Scottish brand.
The logo has seen minor refinements to modernise its appearance without straying from its original feel. Packaging designs have been refreshed to keep up with contemporary trends, yet still evoke nostalgia. Even their famous "Made in Scotland from girders" tagline has been preserved, reinforcing the brand's heritage.
In a world where many brands undergo drastic rebranding efforts, Irn-Bru's subtle evolution is a testament to their understanding of brand loyalty. They prove that you don't need to reinvent the wheel to stay relevant; sometimes, small adjustments are all it takes to keep a brand fresh while honouring its legacy.
So, next time you crack open a can of Irn-Bru, take a moment to appreciate the nuanced creativity behind its branding. It's a brilliant example of balancing change with consistency, ensuring the brand remains as beloved today as it was over a century ago.
I'd love to hear your thoughts on Irn-Bru's brand development throughout the years, in the comments below.
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Hi, I’m Rachel Dixon, I’m the designer and founder behind Two Five Eight Creative Studio. With over a decade of industry experience, I specialise in creating advertising with impact, bold brand identities and effective graphic design solutions. If you are looking for creativity to elevate your business above the competition, I'd love to chat.
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