The new 2D and 3D redesign retains some recognisability of the brand, while reinforcing the modernity, authenticity and authority.
One of the important elements that was maintained on the bottle was the long neck, still allowing bartenders the easy handling of the bottle, for which it was well known. However, the bottle shoulders were raised in order to increase the pride and confidence of the brand.
The detailed embossings, including on the shoulders and the punt of the bottle, indicate the level of detail and attention the new bottle design has received.
From a brand architecture perspective, the 43-bottle range was divided into four ranges: essentials, classics, fruits and exotics, all with slight differentiations in order to attain a clear positioning.
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