​Dave, the UK’s most-watched commercial channel, is getting its first-ever makeover.

Starting last week, the channel—which bills itself as “The Home of Witty Banter"—began to roll out a series of 40 new idents and on-air visuals that they hope will infuse everyday occurrences and situations with a dose of irreverence and humor.

The new look is the brainchild of Red Bee Media, working alongside UKTV’s marketing team, and it’s the first visual refresh since Dave went on the air in 2007.

“In a world crowded with hundreds of channels, Dave has always stood out for its unique personality, which gives us the ability to talk and act in ways which others can’t,” said Will Gunton, senior brand manager at UKTV. “This refresh is designed to inject this unique persona into everything we do on and off screen and expand the Dave brand to an even bigger audience.”

Red Bee helped create the channel’s original look when it launched seven years ago, and the agency said that the new visuals strive to inject wit into the world, just like the programming on Dave.

‘“Creating the original Dave brand was one of Red Bee’s proudest moments and the channel has gone from strength to strength since then,” said Red Bee creative director Andy Bryant. “Now is the time to build on Dave’s unique personality and tone of voice with a refreshed identity that exudes the channel’s sense of humor in every second between programs.”

Photo: UKTV
Photo: UKTV

Dave features a mixture of first-run British series featuring homegrown comedians, as well as UK classic favorites like “Red Dwarf,” “Have I Got News for You,” and “Top Gear.” It has also added U.S. imports like “Suits,” “Lizard Lick Towing,” and “Storage Wars.” Dave lures about 27 million viewers per month to the channel.

Last year, PromaxBDA UK named Dave the “Channel of the Year.”

““We want people to think of Dave not just as a place you visit but a mate you want to spend time with even when you can’t get near a telly,” said UKTV’s Gunton.

Photo: UKTV
Photo: UKTV


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