Tooheys, a 150-year-old Australian beer brand, was revitalised to balance its rich heritage with modern relevance and contemporary shelf impact. The challenge was to create a cohesive brand system that respected the past while positioning Tooheys as a confident, front-bar favourite for both existing and new audiences.

The visual identity and packaging were overhauled to increase flexibility and clarity, separating the iconic stag from the wordmark and refreshing both to convey strength, warmth, and pride. A new wordmark drew inspiration from the brand’s history while introducing contemporary proportions and subtle serif details, and the product SKUs—OLD, NEW, and EXTRA DRY—were redesigned to work harmoniously within the system, leveraging colour, hierarchy, and layering for maximum impact.

Beyond packaging, the brand system was extended across signage, tap badges, OOH, and digital, incorporating typographic patterns, bold messaging strips, and playful “easter eggs” referencing Tooheys’ rich history. Every element was designed to unify heritage and modernity while creating a flexible toolkit for future communications.

The result is a revitalised Tooheys brand that feels fresh, confident, and contemporary, while remaining firmly anchored in its legacy—a modern classic ready to resonate for generations to come.