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Victoria Bitter

back to its best...


For decades Victoria Bitter had been Australia's favourite beer, but recently had slipped from market leadership. Cowan Melbourne was briefed to bring VB 'Back to its Best'.


The Cowan brand purpose is to simplify brand choice. So in order to move forward, we had to bring back its visual heritage in a way that was relevant to today. The full name, Victoria Bitter, and the iconic roundel shape were among the key visual equities that were refreshed.


Since the rebrand, Victoria Bitter has experienced a 18% spike in sales and is in growth for the first time in 10 years. It has regained the coveted spot as Australia's number 1 beer.

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