Leading soft drinks company Britvic have partnered with global brand-led creative agency BrandOpus to create a new identity and packaging design for Aqua Libra. The rebrand aims to drive category growth and increase market share by extending the brand’s appeal to the mainstream carbonated soft drink market.
Following its heyday in the 1980s as a non-alcohol alternative (and Princess Diana’s favourite drink), Aqua Libra was re-launched in 2018 to compete in the burgeoning infused sparkling water category. And whilst the category has seen a 50% consumption increase in the last decade, there is still plenty of potential – especially when considering the relative size of the market in the US.
Francois-Marie Menoret, Senior Brand Manager Aqua Libra, Britvic comments “Consumers are looking for better-for-you alternatives, but not enough are aware of the options out there in the market. Our objective was to make our brand more distinctive and recognisable whilst ensuring that consumers could identify it as a drink that would give them all of the enjoyment of a can of fizz without the compromise.”
At the heart of the new brand identity is the fountain– a piece of existing iconography that has been re-imagined as a symbol of the brand’s ‘freedom to enjoy’ attitude.
“We wanted to bring a strong symbol into the heart of the brand to help drive meaning and memorability for consumers” comments Ellen Munro, Creative Director, BrandOpus. “The fountain is such an evocative piece of iconography and helps the brand stand out against its competitors in the sparkling-infused category”.
On pack and across the brand world, the re-energised design replaces traditional rigid and ordered patterns with free-flowing unstructured elements, presenting a more expressive feel. Munro adds “We wanted to find a way to deliver on natural without compromising on taste and enjoyment cues – the pastel colour palette and fresh design cues have helped us find the right balance”.
The rebrand will be rolled out across rolled out across the UK market from early Mid April. Menoret (Britvic) adds “We’re confident the new rebrand will help the brand to attract new audiences and to re-instate its place as an iconic brand”