Finches asked us to help them reposition their brand by reviving and further developing the orange character they had successfully used in a campaign from about ten years ago. In the interim they had moved to a more adult position and had suffered as a result. They were keen to reconnect with a younger consumer and felt this roguish character might help. The illustration was just the starting point so we developed a rock n’ roll theme using the existing Finches black; a heavy metal typeface and a series of cheeky catchphrases to imbue the character with the right attitude of rebellion. The end result is being applied across off-trade POS and into the on-trade environment.