Bewley's Unveils Rebrand To Appeal To Younger Audience

By Dave Simpson
Bewley's Unveils Rebrand To Appeal To Younger Audience

Bewley's tea and coffee has unveiled a new look on the shelves, aimed at refreshing the brand to capture a younger demographic.


The redesign takes cues from the brand's stories, from being the 1800s to hosting the likes of James Joyce, U2 and WB Yeats at its Grafton Street Café in.

The company also became the first official coffee partner at Electric Picnic.

The new packaging was created by London agency Pearlfisher, who changed the previously black and dark grey branding that was felt to be recessive and not synonymous with the company's craft.

Bewley's said the new look allows the brand to remain ahead of the curve in the ever-changing landscape of the coffee industry.


"Bewley's has repositioned its brand to help galvanise its role in contemporary culture and coffee leadership, to ensure relevance and appeal to a younger and more socially mobile consumer," said Bewley's Ireland marketing director Catherine Casserly.

"We have reawakened a latent affection for Bewley's with both current and new consumers by celebrating Bewley's history in a modern and contemporary way. This is now brought to life in our new visual identity."

A modular grid system was created, with graphic shapes, and textures weaving together to create a tapestry on each recyclable pack.

Additional Information

Bewley's recently won the All-Ireland Marketing Entertainment Sponsorship award for its partnership with Live Nation, with it became the first official coffee partner at two of Ireland's festivals - Electric Picnic and Kaleidoscope.

Read More: Julie Murray Talks Bewley's Role And Coffee Trends

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