Independent British drinks producer Lovely Drinks has introduced an update to its branding across its portfolio of soft drinks, in an attempt to deliver a more consistent message for the brand.
Tailored to meet the needs of the on- and off-trade, the drinks’ new branding is designed to have more prominence, clarity and legibility on shelf as well as delivering a sleek and stylish appeal, Lovely said.
Co-founders Rick Freeman and Victoria Earle have taken great care to build unity across the entire range from the logo to the typography, with the new look also focusing on sustainability, ethical buying and the British palate – three aspects that they said were at the heart of their business.
Earle said: “The look and feel of our branding has been designed to reflect the quintessentially English and spirited nature of our brand; it retains a professional corporate image, but also illustrates that quality soft drinks is still at the core of the company. It was also important to us to create a striking look and feel that was very engaging with the consumer.
“Our main growth over the last couple of years has been in direct supply to the horeca market in the South West and also wholesale, achieving a 30% growth year on year. We’ve also achieved uplift in brand awareness across the Cotswolds and the Midlands. We now want to focus on the South with a particular drive into London.”
The rebranded products will start rolling out from June.
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