Food and Beverage Business

London Essence unveils a bold new packaging and retail format design

Food and Drink Technology

The London Essence Co., a premium mixer brand, has unveiled a full brand portfolio refresh in collaboration with BrandOpus. The new packaging will be rolled out across the brand’s range of tonics and mixers, starting with the launch of a new 250ml Slim Can format. This format will be available as single serve cans in major retailers from February 11, 2024, including Waitrose, Tesco, and Asda.

The new design features the classic brandmark framed in a confident white square, creating a label that signifies “exquisite taste and authority”. At the heart of the redesign is a distinctive square frame, layered with bespoke botanical illustrations woven under and over it. The packaging also features the LE monogram, designed into a pattern signifying a mark of quality that appears on every product.

The new design reflects the core of London Essence’s brand promise, with every drink crafted from delicate layering and artfully blended ingredients. London Essence seeks to represent itself as a ‘Tastemaker’ by capturing the boldness and creativity of the city, as noted in The Drinks International Brands Report 2024. The launch of the 250ml Slim Can format aligns with London Essence’s ambition to offer a broader range of consumption options to be enjoyed out and about and at home as a solus drink. It also supports the emerging growth of consumers seeking out no and low alternatives, as indicated by the statistics from KAM Low+No 2023.

The new 250ml Slim Can format will be available in major supermarkets, foodservice, cafés, and delis from March 2024. Ounal Bailey, co-founder of The London Essence Co., stated that the design celebrates the creativity at the heart of the brand, inspired by London and its exposure to global tastemakers. Bailey expressed pride in building upon the momentum of the recent London Distilled campaign and global growth, and looks forward to bringing a fresh perspective to the premium mixer category this year.

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