Iconic Australian cordial brand refreshes visual identity for first time in 150-year history

August 7, 2024 4:01

Heritage drinks brand Bickford’s has unveiled its most significant transformation in its 150-year history, with a livery update across its entire product portfolio.

Marking a new era for the brand, shortly after its 150th anniversary celebrations, the update blends tradition with a modern, cohesive design that will be rolled out across all cordials, carbonates and new coffee enhancers.

Since its inception in 1874, Bickford’s has evolved greatly from a small apothecary in Adelaide to a global sensation. It produces more than 400 products across 35 trademarks, exporting to over 45 countries.

“We have always been committed to maintaining the quality and taste that Australians and the world have loved for a century and a half,” said the owner of Bickford’s, Angelo Kotses.

“While our look is evolving, the great taste and exceptional quality that Bickford’s is known for remain the same, honouring the legacy that has been passed down from generation to generation.

“Being an Australian-made and family-owned business is central to our identity, and this new chapter reaffirms this while also emphasising the inherent benefits of choosing Bickford’s – quality ingredients, exceptional taste, and a rich heritage,” Kotses continued.

“We believe this update will significantly enhance our visibility and appeal in the market, while positioning us for future growth.”

The brand is set to introduced new flavours and packaging formats over the next six months, highlighting its broad appeal. As part of this update, Bickford’s is introducing new coffee enhancers – two flavours of salted caramel and roasted hazelnut – designed to bring café vibes into the home with the syrups.

Meanwhile, the simplified, modern iteration of the logo farewells the iconic ribbon, a key element of the packaging since Ann-Margaret Bickford’s – one of the founders – days.

The brand has also introduced a limited-edition 150th anniversary cordial.

“Our cordials have been a staple of Australian summers and family gatherings for generations,” Kotses said.

“Removing the ribbon was a tough decision, but it reflects our commitment to moving forward and embracing modern design while still respecting our heritage.”

SUBSCRIBE Sign up to our free daily update to get the latest in media and marketing.

Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.