Molson Coors is set to launch a brand redesign for Cobra Beer, which will include an updated brand identity and new primary and secondary packaging.

Brand and product design consultancy Echo has been appointed to complete the redesign.

Echo has enriched the green and gold colours of the overall identity, redrawn the Cobra brandmark and added texture to the neck label.

The secondary pack design uses the contour shape of the neck label as a primary graphic device to further reinforce the brand’s taste.

The upper part consists of the flowing liquid image emphasising the refreshing qualities of the beer, while the dark colours of the lower half communicate its flavoured characteristics.

New beer packs and free standing units are being introduced in November, together with the launch of new glassware.