Sporty Lucozade bottle will revert to tradition

NRG, the extension of SmithKline Beecham’s Lucozade brand, is to be relaunched in new packaging.

Haines McGregor, the consultancy behind NRG’s launch packaging which won a Design Week Award last month, is not involved.

The new packs, still under wraps, are designed by Fox Design. The Leeds consultancy was given the project after submitting creative proposals in response to a brief from SKB.

It is not known if other consultancies also pitched, but it is believed Haines McGregor was not invited to take part.

The squat, textured bottle designed by Haines McGregor is being ditched. The brief specified that the new packs revert to the taller, thinner bottle shape in which Lucozade’s standard range is packaged.