Story UK has created the new packaging for the much anticipated limited edition IRN-BRU 1901 for AG Barr.
In stores Monday 2nd Dec, IRN-BRU 1901 will be sold exclusively in Scotland in glass bottles and has been made to its original recipe from 1901 when IRN-BRU was first launched.
Story developed the concept of ‘Old and Unimproved’ to communicate the authenticity and heritage of the 1901 recipe.
The premium label design for the glass bottles celebrates the brand’s heritage featuring its original Highland athlete iconography and AG Barr’s original signature.
The label captures the essence of IRN-BRU 1901, as it says:
‘Taste the first ever IRN-BRU recipe, bru’d just like we used to in 1901. Made from girders, it’s brilliantly sweet and caffeine-free, with a cheeky wee heid on it. But it’s still that taste you can’t describe. Because there’s nothing like it. Not back then. Not now. Not ever.’
Whilst it won’t be delivered by Clydesdale horses as per 1901, it’ll be available in corner shops and major retailers across Scotland from Monday 2nd December.
Dave Mullen, Executive Creative Director at Story, said:
“IRN-BRU is an iconic brand and a fantastic product to work on. Think of this 1901 recipe as your GREAT GREAT GREAT IRN-BRU.
“We share people’s passion for this brand and we hope everyone likes the packaging as much as they love the drink inside.”
Allan Little, Brand Controller at AG Barr said:
“I never doubted that Story were the right people for this launch, but the quality of the thinking and depth of the work they shared was superb.
“The final packaging we think, pays respect to the brand’s rich provenance, but with the odd cheeky wee twist that makes it unmistakably IRN-BRU.”