Red Herring Baltic Lager
Red Herring Baltic Lager’s brand identity is bold, exotic and tongue-in-cheek. The name Red Herring plays on its meaning as a ruse or tall tale but also evokes images of the sea and rugged fishermen, of intrepid travellers and the outdoors. This aligns with the brand’s aim to appeal to those who aren’t afraid to try something new and different. The mark, a white fish skeleton, is both a strong image and a playful subversion. The palette is stark – a red with a retro tinge and a yellow that could suggest a Soviet touch. The type is equally bold; it could be found on the side of a ship. The identity is inspired by vintage sardine can design: the use of strong reds, yellows and blues; the simple imagery; the sans serif type. This is reflected in the can design and the packaging – the unique box design is meant to stand out on the shelf from among the regular can six-packs.
