Bluemarlin introduces updated packaging design for squash brand Rocks

Brand design agency Bluemarlin has unveiled a new, “distinctive” packaging design for squash brand Rocks.

Bluemarlin has updated the brand’s entire identity, including packaging, communications and digital, and will support Rocks’ ambitious growth plans as it seeks to further enhance its position in the ready-to-drink beverage category. Last month, we revealed that the British brand had launched a new fruit-based range of ready-to-drink versions of its squashes.

Following the redesign, Rocks’ logo now features more prominently on-pack as a stamp of authenticity, and “splats” of colour on each label represents the drinks’ full flavour. Bluemarlin claimed that the choice of “glass bottle indicated a premium, quality product, but the design guarantees an energised, friendly and natural offering”.

Bluemarlin’s involvement with the project forms part of Rocks’ wider aspirations to reposition itself as a more mature and premium squash option that is good for the whole family, and that is characterised by a sense of British spirit.

Bluemarlin Bath account director Norma Gray said: “We’ve balanced the natural, no-additives message with the energy and vibrancy of the fruit to create a design that really jumps off the shelf in a very busy category. This new brand identity will allow Rocks to occupy a broader territory in the market, while consumers will continue to enjoy Rocks’ drinks that are bursting with natural flavour.”