Story UK Design Limited Edition IRN-BRU 1901 Packaging for AG Barr

Story UK Design Limited Edition IRN-BRU 1901 Packaging for AG Barr


MISSION Agency, Story UK, has this week launched newly created packaging for the much-anticipated limited edition IRN-BRU 1901 for AG Barr.

In stores from 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.

For the launch, 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.

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.”

Dave Mullen, Executive Creative Director at Story, added: “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.”

James Clifton, MISSION Group Chief Executive comments: “Having the opportunity to work with a brand as well known and loved as IRN-BRU is a real pleasure, but also a challenge – one that the Story team have taken on in earnest  with their fresh and bold packaging creative.”