Holmes & Marchant was appointed in summer 2010 following a creative and strategic pitch.
The first bottle in the range of new-look designs is the 500ml sports bottle, which launches this week. The new look will be introduced to all the drinks brand’s products this year.
The new packaging features a V-shaped splash design, which aims to promote the refreshing qualities of Vimto. It is hoped the graphic also emphasises the fruit content and taste of the drink.
A Holmes & Marchant spokeswoman says, ‘The core Vimto colours, purple and pink, are really powerful, but we wanted to do something with the splash.
‘Currently it’s a gloopy, thick, artificial-looking blob. We wanted it to look refreshing.’
Hurricane Design was appointed at the beginning of 2010 to create the structural design for Vimto’s new sports bottle, which aims to target a teenage audience.
Hurricane Design managing director David Myerson says, ‘They were looking for a way that the structural packaging can create a better brand impact and feel, and give it more ownership.’