Fentimans announces brand overhaul

Fentimans has overhauled its image with a rebrand costing £1.2 million.

The new look, which spans its full range of premium soft drinks and mixers, is currently being rolled out and will be widely available from February 2018.

The packaging redesign draws on Fentimans heritage and quality credentials, resulting in a bolder design. The rebrand, which is the first in ten years for the Hexham-based company, will also include a new tagline: ‘Botanically Brewed. Exquisitely Crafted.’

The relaunch will be supported by a new campaign that aims to build the connection between botanical brewing and the taste experience from a Fentimans beverage.

Marketing director, Andrew Jackson, said: “This is the biggest single change to the presentation of the Fentiimans brand in a generation. Building consistency across our range, in addition to improving the family look and feel was central to this project. By addressing the key visual equities we have been able to dial up cues of modernity, quality and naturalness, while building improved saliency and relevance with a younger audience.”

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