Schweppes New Product Label

Marketing Decoder: Schweppes Bottles

By RAY A. SMITH

Schweppes wanted to freshen up its image yet draw on the traditions of the sparkling beverage brand, which was founded in 1783.
"Redesigning a brand with 230 years of heritage was no easy task," says Tony Jacobs, senior vice president of marketing with Dr Pepper Snapple Group, which markets Schweppes ginger ale and other sparkling drinks in the U.S. and Canada. "Get it wrong, and you've alienated millions of consumers."
The company brought in brand agency CBX, which spent six months on a design that tackled the desired look and feel of the packaging, which is currently rolling out to store shelves.
The angle of the resulting brand logo and banner were tilted counterclockwise (1) for "a little more energy and movement, while allowing the brand to appear larger and more impactful," says Satoru Wakeshima, senior vice president and general manager of CBX. Now, when viewed from the front, the brand mark looks larger—even though it isn't.

Schweppes

Schweppes freshens up its image and bottles.

The brand mark, which Schweppes also refers to as the ribbon(2), now has a "clear beginning and end." Before, the ribbon "curled on the edges," says Mr. Wakeshima. Now its shape is more sharp, signaling strength and a contemporary spirit, he says.
CBX replaced the detailed gray border on the ribbon with a slim silver border (3) for a cleaner look that Mr. Wakeshima says makes the brand name appear more assertive.
The red fountain seal was slightly enlarged and was given depth to make it more three-dimensional. The illustrated fountain and dolphins (4) were enhanced. "The slight adjustment of the details of those elements all serve to make the seal more legible," he says.
Also, founder Johann Schweppe's signature (5) was given more prominence. "You could barely see it before," says Mr. Wakeshima. The designers brought it "to the forefront, proudly endorsing the brand's quality and heritage."
The bubbles on the packaging (6) are now "more lyrical," says Mr. Wakeshima. They are shown moving from bottom to top and going across, in contrast to the past bubbles that moved straight, from bottom to top.
Consequently, Mr. Wakeshima says, the bubbles' movement looks "a little more random, more realistic in terms of how you would experience effervescence."
Write to Ray A. Smith at ray.smith@wsj.com