05 / Case studybottlegreen · Brand refresh
RE-ESTABLISHING A PREMIUM ORIGINAL

Sometimes a brand
doesn’t need reinventing.
It needs remembering.

bottlegreen elderflower cordial bottle

As brand strategy and stewardship lead, I helped re-establish the provenance, premium cues and distinctive character that made bottlegreen special in the first place.

Brand strategyPremiumisationPackagingIdentity
The situation

bottlegreen was an original of the premium soft drinks category—but familiarity had begun to flatten what made it special.

The task was not to invent a different brand. It was to rediscover the value already held in its provenance, bottle, botanicals and quiet elegance.

01 / The consumer truth

People weren’t asking for
a new bottlegreen.
They wanted more of
what made it bottlegreen.

Premium soft-drink drinkers cared about taste, aesthetics, quality and the role a beautiful bottle plays when hosting.

They already saw distinctiveness and luxury in the brand—but wanted stronger shelf standout, clearer navigation and more premium appeal.

02 / The design response

Modernise the execution.
Protect the memory.

BeforePrevious bottlegreen elderflower cordial packaging
→
AfterRefreshed bottlegreen elderflower cordial packaging
THE BRAND IDEA

ELEVATE
YOUR EVERYDAY.

A simple thought that connected the product’s craft and elegance to a useful role in people’s lives: making ordinary moments feel considered.

03 / What changed

More distinctive.
More navigable.
More itself.

01

Iconic green bottle

Protected the memory structure people already recognised.

02

Bolder branding

A larger, more contemporary logo made the brand easier to find.

03

Clearer flavours

Botanical illustration and coloured caps improved navigation.

04

Cotswolds provenance

The brand’s birthplace returned as a meaningful premium cue.

A refreshed portfolio

ONE FAMILY.
MORE CHARACTER.

Elderflower cordialPomegranate cordialLime and mint cordialOrange cordialRaspberry cordial
04 / My role

Steward the brand.
Then move it forward.

I led the refresh across strategy, research, packaging, identity, provenance, tone of voice, portfolio and implementation—holding the long-term brand idea and the practical delivery together.

  1. 01Led the strategic direction for the brand refresh
  2. 02Shaped and interpreted the consumer research
  3. 03Directed the packaging and identity brief
  4. 04Re-established provenance and distinctive assets
  5. 05Set the tone of voice and visual world
  6. 06Developed portfolio and innovation priorities
  7. 07Led agencies and aligned senior stakeholders
  8. 08Guided implementation across the brand system
A Cotswolds pub garden
05 / Beyond the bottle

Put the Cotswolds
back into bottlegreen.

Provenance became more than a line on pack. It informed a richer activation world across premium venues, partnerships and cultural moments—giving the brand a recognisable place to come from and a more ownable place to go.

bottlegreen Cotswolds activation moodboard
The Big Feastival in the Cotswolds

From premium hospitality to the Big Feastival: showing up in places that made the brand’s character tangible.

06 / The impact

Stronger meaning.
Greater value.

+9pts

Brand For Me

+3pts

Worth Paying More For

↑

Strengthened Brand Advantage

What it taught me

Sometimes the most progressive thing a brand can do is look backwards before it moves forwards.

The breakthrough was recognising that bottlegreen’s strongest distinctive assets were not outdated. They were under-exploited.

Don’t redesign what people remember.
Remind them why they remembered it.
Project details
Brand
bottlegreen
Project
Brand refresh
Role
Brand strategy and stewardship lead
Focus
Premiumisation and distinctiveness
Disciplines
Brand strategy, consumer insight, packaging, identity, portfolio, innovation, activation and cross-functional leadership
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