The Individual Agency has designed new packaging for heritage drinks brand Ben Shaws, which was established in 1871 and became the first to can soft drinks in 1959. Appointed by brand-owner Cott Beverages in January, the group has used archive photographs of the Yorkshire-based Ben Shaws factory and a colour palette intended to denote nostalgia. The new packaging will roll out from Friday.
The project, which centres around an updated “WB” shield, aims to lay the groundwork for the company’s future ahead of its centenary in 2023.
The updated international logo is a “true reflection of the Dutch mentality” and is central to a brand strategy based around openness, inventiveness and inclusivity.
The redesign aims to attract “new, younger and more culturally diverse audiences” to the 118-year-old magazine, while avoiding confusion with The Times newspaper.
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