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London Essence unveils brand refresh
Mixer producer London Essence Co has overhauled its product design to give the brand a ‘more recognisable identity’.
To support the rebrand, London Essence will also introduce a 250ml slim can format.
The new look will appear across the brand’s full range, including its bottles, the existing 150ml cans and the new 250ml cans.
Ounal Bailey, co-founder of The London Essence Co, said: “We’re delighted to reveal this beautiful new design as part of our brand refresh, which celebrates the creativity at the heart of the brand, inspired by London and our exposure to global tastemakers.
“We believe that this will increase the brand’s impact and awareness with a more recognisable identity across multiple touch points, particularly as we expand into new occasions with the 250ml slim can format.
“We are proud to build upon the momentum of our recent London Distilled campaign and global growth by continuing to bring a fresh perspective to the premium mixer category this year.”
The revamped design sees the brand’s logo framed in a white square, layered with woven botanical illustrations.
The London Essence monogram has been designed into a pattern that the brand says signifies ‘a mark of quality that features on every product’ and reflects its core promise: ‘capturing the boldness and creativity of London and recognising its heritage of supplying luxury fragrance houses’.
The rollout of the new design will begin with the introduction of the slim cans, which will debut in select supermarkets across the UK from 11 February. In March, foodservice, cafés and delis will begin stocking the cans.
Dan Wegrzyn, business director at BrandOpus, the London-based brand agency behind the design, said: “With this rebrand, we wanted London Essence to act and behave as a tastemaker would, with more ways to tell its story and drive desire.
“With the team at London Essence, we’ve relished the challenge of standing out in the category and appealing to a new generation of discerning drinkers with a more connected, more intentional and confident expression of the brand.”
In November, also as part of the brand refresh, London Essence launched a two-month marketing campaign called London Distilled, which celebrated creativity and its ‘tastemaker’ ethos.