Schweppes refreshes brand identity via Bulletproof
Brand design agency Bulletproof has partnered with iconic beverage brand Schweppes to refresh its brand for the first time in over a decade.
Schweppes briefed the agency to re-establish the brand’s presence on shelves and within consumer consciousness, so it constructed an evolved brand narrative utilising its rich history to engage new and loyal consumers.
“Schweppes is a brand that has stood the test of time. It has been a pleasure to work alongside the team to ensure that it’ll be enjoyed by Australians for the next 150 years,” said Mark Armstrong, executive creative director at Bulletproof APAC.
“At this pivotal moment in the brand’s history, we needed to bring back the life and excitement that had become latent in the branding.
“Whilst ensuring a confident vision for the full product portfolio, we enabled the different range of personalities to flourish and connect with our contemporary audience. Our redesign will ensure relevance for the future, underpinned by the brand’s strong foundations and its iconic heritage.”
Last month, Clemenger BBDO launched a new campaign for the brand, introducing the magic of ‘Schweppervescence’ and Bulletproof has since used that for a simple, consistent suite of creative assets.
It also aimed to embody the creativity of Jacob Schweppe, the brand’s founder, while responding appropriately to the changing Australian market.
The Schweppes logo changes over the years
Lauren Fildes, general manager marketing at Asahi Lifestyle Beverages, added: “We’re ushering in a fresh chapter in our brand’s history.
“Our revamped look embodies our dedication to delivering outstanding taste and experiences for our consumers. We want people to feel the iconic ‘Schweppervescence’ feeling the moment they see the new look.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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