The new graphics, set against the traditional blue and pale yellow packaging, will be launched from mid-August and have been designed to increase sales for the whole of Tetley's product range.
Carlsberg UK's Tetley brand portfolio is being supported by an £11m marketing budget, comprising design, point-of-sale, TV and press ads, direct marketing and trade and consumer PR.
Tetley's current TV advertising campaign "Smoothly Does It", created by Saatchi & Saatchi, has been described as the brand's most successful campaign.
The ads show how Tetley's drinkers are able to find clever, quick-witted solutions to everyday problems with a pint of Tetley's as their reward.
SiebertHead has also worked on a new 3D T-bar for Tetley Smoothflow, which will be introduced to all possible stockists, and Tetley's Cask Ale will receive a new premium metal cask badge.
Chris Phillips, customer development director at Carlsberg UK, said: "Tetley's new look brings together the entire range into one clear brand identity. With 90% of ale sold in the on-trade, the category is a clear point of difference versus take home and we are confident the Tetley's investment will bring ale to the forefront of drinkers minds and will drive sales.
As the rugby season begins, Tetley, which is the UK's second biggest ale brand, has announced it is to focus marketing on supporting its status as the official beer of Rugby Union at the autumn internationals and backing clubs, including Rugby League's Wigan Warriors.
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