Thirst has partnered with Scotland’s most iconic lager, Tennent’s, to reposition the brand visual identity for a new generation and transform it from a legacy staple into a culturally relevant and evolving beer brand.
Originally tasked with refreshing the core brand identity, the challenge was clear: while Tennent’s remained a national icon, it was no longer moving with the times. Among younger drinkers in particular, the brand risked being seen as familiar but not fresh and more associated with tradition than progression.
At a time when heritage brands are finding renewed relevance in modern culture, this presented a unique opportunity. With 68% of UK consumers saying nostalgia offers comfort in today’s uncertain world (Ipsos & Effie UK, 2024), the task wasn’t to reinvent Tennent’s, but to reconnect people with what made it meaningful and make it feel right for today.
Rather than reinventing the brand, Thirst focused on evolving it. The redesign amplified Tennent’s most recognisable asset, the red ‘T’ – giving it greater scale, depth and confidence. A richer colour palette, refined typography and enhanced craft cues restored a sense of pride and presence, both on shelf and in hand.
Building on this foundation, Thirst worked closely with Tennent’s on the introduction of its new innovation pipeline demonstrating how the brand could evolve while staying true to its lager heritage.
This has already resulted in the launch of Tennent’s Bavarian Pilsner – a limited-edition release inspired by the pioneering spirit of Hugh Tennent, fusing Glaswegian grit with traditional Bavarian brewing methods and Tennent’s Tops, a zesty twist on the classic recipe that will play into new occasions and audiences this summer.
Together, these launches mark a shift in how Tennent’s shows up – not just as a product, but as an active part of modern drinking culture. The response has been immediate, with strong social engagement and positive consumer reaction helping put the brand firmly back in the conversation.
“Working with the team at Thirst has been a genuinely collaborative experience from the very beginning. Starting with the core rebrand and now extending into innovations like Bavarian Pilsner and Tennent’s Tops, they’ve helped us evolve the brand visual identity in a way that feels both progressive and authentic to who we are. The quality of thinking, creativity and design throughout has been fantastic, and we couldn’t be happier with how the work has come to life.” – Hazel Alexander, Senior Brand Manager, for Tennent’s Lager.
For Thirst’s founders, the project represents both a personal and strategic milestone: proof that thoughtful, incremental design can unlock much bigger moments for an iconic brand.
“As a Scotsman, working on Tennent’s was genuinely special. It’s more than a beer, it’s part of how we come together. The opportunity to help bring that sense of pride back, and see a new generation reconnect with it, has been a real highlight. You don’t often get to work on something that means this much to so many people,” says Chris Black, Founder, Thirst.
“With iconic brands, the smallest changes carry the most weight. You’re not trying to reinvent, you’re refining, strengthening, and giving the brand the confidence to move forward. What looks incremental on the surface can unlock something much bigger: a system that allows the brand to evolve, expand and stay relevant over time,” adds Matt Burns, Founder and Creative Director, Thirst.
Source: Thirst
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