Cobra sheds its skin

Cobra has unveiled new packaging for its beers, set to roll out from the first week of June. The brand’s new labels and multi-packs, featuring a redesigned logo, have been created by branding firm Landor.

The redesign applies to Cobra’s 5% Premium, Light and Zero % products, with updates to the packaging for King Cobra and Cobra Bite due to be announced in the near future. The company also has plans to update its draught beer font and glassware, as well as a possible change for the brand’s embossed bottle. As part of this review, Cobra Lower Cal has been rebranded as Cobra Light, while Cobra 0.0% will now be known as Cobra Zero %.

According to creative director at Landor, Derek Johnston, believes the “reworked logo and labels are less idiosyncratic; they now look more contemporary while maintaining an exotic Indian touch.” He added that there was the intention of “stripping back unnecessary stories and messages across all brand applications”.

Cobra’s television campaign also launches in June, part of a £14 million  marketing spend for the year.

Clinton Cawood, 23/04/08