Blue Marlin has rebranded Cadbury Schweppes European Beverages’ global soft drinks portfolio and redesigned the Schweppes identity in a project worth over £500 000, Design Week can exclusively reveal.
The drinks range, incorporating all Schweppes’ spirit mixers, fruit carbonates, lemonade, flavoured mineral waters and traditional drinks such as ginger beer, will launch across mainland Europe, excluding the UK, in the spring.
The global revamp follows Design Bridge’s redesign of the Schweppes brand in the UK in November 2001 (DW 1 November 2001). The brand is separate in Britain to mainland Europe as Coca-Cola acquired Schweppes from Cadbury Schweppes in 1999.
The portfolio will launch in Spain and Eastern Europe first in April. It will roll out across other European countries from May until September, says Schweppes International global brand director, carbonates, Peter Kirby.
The Schweppes corporate identity will be applied to all drinks packaging, including cans and glass bottles, as well as corporate signage, stationery and vehicle livery. Its first manifestation will be on packaging.
‘It is an evolution of the marque, which needed to be more modern and convivial,’ according to Blue Marlin managing partner Andrew Eyles. It is designed to be more upmarket and to encapsulate the ‘effervescent’ sound of a fizzy drink being opened with a bubble pattern, Eyles adds.
The Schweppes tonic trademark yellow and black colourway has been brightened to communicate freshness and vitality, and the brand’s trademark angled ‘ski’ lines above and below the brand name have been given a steeper gradient to lend it ‘confidence’.