Britvic relaunches its J2O juice brand today, using a design created by Jones Knowles Ritchie.
The redesign – which will retain the recognisable J2O bottle – will feature revised label graphics and takes into account the addition of two new flavours to the range.
JKR founder Andy Knowles explains that the shifts within the drinks industry, from on- to off-trade, has driven the redesign, overseen by senior brand manager George Cobb.
Knowles says, ‘J2O has been in the market for ten years and been very successful, but the shift from on- to off-trade and people going to the pub less often means that we have to make sure that it stands out as far as possible.
‘Recognition and “speed to find” is very important, while the other [important] thing was to contemporise the brand with a core audience of young adults,’ he adds.
JKR, which has worked on the brand since its inception, last tweaked the design four years ago.
New formats including a 750ml glass bottle format and a 250ml Pet bottle also launched in the take-home market.
The overall marketing activity supporting the new look will see £4m invested in the brand between April and July.