Fentimans to relaunch following $1.6m redesign

10th January, 2018 by Melita Kiely

UK drinks firm Fentimans is preparing to roll out a £1.2 million (US$1.6m) brand redesign of its tonics and mixers range.

Fentimans-Redesign

Fentimans has invested £1.2m (US$1.6m) in a packaging redesign

The new design, created by two agencies, Brand Tonic and Greeves Design, will be made ‘widely’ available from February 2018.

Fentimans hopes the makeover will deliver a more consistent brand offering for consumers. The new look will cover all formats, with the 125ml on-trade bottle moving from green to clear glass in order to match the rest of the portfolio.

This is the first rebrand in 10 years for the company, which will see the strapline ‘Botanically brewed. Exquisitely crafted’ printed on the new packaging.

The relaunch will be supported by a campaign designed to build a connection between botanical brewing and the flavour of Fentimans.

“This is the biggest single change to the presentation of the Fentimans brand in a generation,” said Andrew Jackson, Fentimans marketing director. “Building consistency across our range, in addition to improving the family look and feel was central to this project.

“By addressing the key visual equalities, we have been able to dial up cues of modernity, quality and naturalness, whilst building improved saliency and relevance with a younger audience.”

In July last year, Fentimans launched four of its most popular flavours in 250ml can formats.

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