Britvic redesigns J20 drink in slimmer bottles with vibrant colors, meant to connote uplifting, engaging attitude; 275-ml bottle meant to attract upmarket, adult market

Kathryn Mackenzie

HERTZ, England , June 8, 2012 (press release) – Integrated brand design agency Blue Marlin has created a refreshing new look for Britvic brand J20. The redesign celebrates the launch of reformulated recipes for the core variants: orange and passion fruit, apple and raspberry, and apple and mango. The new graphic and structural packaging design gives J20 greater presence in store and more stand-out on shelf in the brand’s on-trade heartland. J20’s new look and feel is upmarket, contemporary, distinctive, impactful, and ergonomic. 

The graphic design features a vibrant new colour palette which, combined with intricate splash and drip detailing, visually communicates J20’s fruit taste and liquid refreshment. “The aim of the redesign was to bring J20’s fruit mixology back to life. We replaced the previously flat label background with a gradient and shading, to create a new depth around the brand marque that increases its impact and embodies its multi-dimensional fruit combinations,” says Simon Pendry, creative director Blue Marlin London.

Topped off with new white highlights and contemporary typography, the new graphic expression is altogether more uplifting and engaging. The new 275ml bottle, crafted by Blue Marlin’s structural design team, possesses a seemingly taller, more sophisticated shape, which will appeal to an on-trade adult audience. The slimmer shape reflects J20’s new more refreshing recipes, and an embossed wave denotes J20’s flavour blends to complement the new graphic design. Helen Gorman, brand controller at Britvic, comments: “The new structure and graphics work beautifully together to underscore J20’s positioning as a premium, modern brand.”

Blue Marlin has also worked with Britvic to create three new limited edition J20 variants: Glitter Berry, Papaya Punch and commemorative Jubilee pack Diamond Berry - in stores now.

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