01/09/2017 - DESIGN DIARIES
Design Diaries
Tennent’s font wins gold at Star Awards 2017

The new custom Tennent's beer font


ADS2 Brands is proud to report that its new font for Tennent’s – Scotland’s best-selling lager brand - has won gold in the Design category at The Marketing Society Scotland Star Awards 2017.

A shining example of collaboration and partnership, the font was developed jointly by ADS2 Brands, Tennent’s Caledonian Breweries and the Glasgow-based design and branding agency D8, which was nominated for Scotland’s most hotly contested marketing award. Entries were judged on how they delivered strategic and creative excellence and design effectiveness, with the Tennent’s font cited for its originality, creativity, execution and implementation.

Designed to drive sales, improve standout, and maximise the strength of the brand, the font benefits from cutting edge manufacturing and printing techniques developed by ADS2 Brands. These allow for branding to be changed quickly and simply on the bar, giving Tennent’s a customisable media space in every outlet, which can be used for promotional opportunities and targeted messaging.

Commenting on the award, Tennent’s marketing director, Paul Condron, said: “I am immensely proud to work with such a talented and hard working group of people, both within our business and amongst our partner agencies and suppliers. We wouldn’t be half the business we are without you all, so a big thank you from me for everything you do.” Attending the awards were ADS2 Brands creative and technical director, Sean Fortune, and global key account director, Tracey Godwin who said: “We are thrilled that the Tennent’s font has received such recognition, and that it is proving to be such a success in trade where it has delivered a 4.4% uplift in volumes. 

The font is being installed in every pub across Scotland, which should see an additional 4.4 m pints of Tennent’s poured, so the future continues to look golden!”

Also read the case study about the Tennents font project by ADS2.