Fentimans unveils £1.2m new look

By Nikkie Sutton

- Last updated on GMT

Changing face: the redesign focuses on Fentimans heritage
Changing face: the redesign focuses on Fentimans heritage
Soft drinks supplier Fentimans has overhauled its image with a £1.2m rebrand, the biggest in its history.

The new branding, which spans the distributor’s range of premium soft drinks and mixers is being rolled out and will be widely available from February this year.

The redesign, which focuses on Fentimans' heritage aims to provide consumers with a consistent brand and a unified look and feel across the company’s product range.

Every pack format will use the same style, with the 125ml on-trade bottle, moving from green to clear glass to match the wider range.

First in a decade

The rebrand, which was the first in a decade for the Hexham-based company, will also include the new tagline ‘Botanically Brewed. Exquisitely Crafted’.

The introduction of the new look aims to highlight the process of botanical brewing and the relaunch will be supported with a new campaign that looks to build the connection between botanical brewing.

Fentimans marketing director Andrew Jackson said: “This is the biggest single change to the presentation of the Fentimans 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.”

Future plans

Meanwhile, Fentimans owner Eldon Robson revealed that the business plans to triple turnover​ as part of a five-year plan.

He also highlighted the importance of soft drinks in the on-trade and predicted the category will continue to grow.

Robson said: “Specialist companies, like mine, will always have a future because innovation is always a great thing.

“Looking at the way food and drink has been going and how discerning people are about the sector, it seems the industry is on pretty solid ground.”

Related topics: Soft & Hot Drinks

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