The consultancy, which has worked on other Britvic brands, won a pitch for the project in February 2011.
A brighter colour palette has been combined with ‘splash and drip detailing’ to communicate ‘fruit taste and liquid refreshment’ according to Blue Marlin.
A flat label background has been replaced with a gradient effect and shading which according to Blue Marlin London creative director Simon Pendry, ‘creates a new depth around the brand marque that increases its impact and embodies J20’s multi-dimensional fruit combinations.’
Blue Marlin’s 3D team has redesigned the 275ml bottle to appear ‘seemingly taller’ and an embossed wave on the front indicates that flavours are blended.
The new designs are being rolled out across core variants: orange and passion fruit, apple and raspberry, and apple and mango.