London Essence reveals striking new pack design and retail format
Premium mixer brand, The London Essence Co. is presenting its full brand portfolio refresh created in collaboration with BrandOpus.
The rollout of the new packaging across the brand’s full range of tonics and mixers will begin with the launch of a new 250ml slim can format which will appear as single serve cans on shelves in major retailers from 11 February 2024 including Waitrose, Tesco and Asda.
The new design features the classic brandmark framed in a confident white square to create a label that acts as a mark of “exquisite taste and authority”. At the heart of the redesign is the distinctive square frame, layered with bespoke botanical illustrations woven under and over it. It also features the LE monogram, designed into a pattern signifying a mark of quality that features on every product.
The 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 (source: The Drinks International Brands Report 2024) which bears its name within its packaging, and recognising the brand’s heritage of supplying luxury fragrance houses.
The launch of the 250ml Slim Can format supports 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 comes well timed with the emerging growth of consumers seeking out no and low alternatives, with 71% of adults moderating their alcohol consumption at home during the week and 69% of adults moderating alcohol intake at the weekends (source: KAM Low+No 2023).
Consisting of London Essence’s Crafted Sodas in Pink Grapefruit, White Peach & Jasmine, Raspberry & Rose and Aromatic Orange & Fig, the new format will not only be available in major supermarkets but also foodservice, cafés and delis from March 2024.
On the launch, Ounal Bailey, co-founder of The London Essence Co. has said the design celebrates the creativity at the heart of the brand, inspired by London and its exposure to global tastemakers.
“We believe that this will increase the brand’s impact and awareness with a more recognisable identity across multiple touchpoints, particularly as we expand into new occasions with the 250ml Slim Can format,” Bailey said. “We are proud to build upon the momentum of our recent London Distilled campaign and global growth by continuing to bring a fresh perspective to the premium mixer category this year.”
