Vimto launches new visual identity

Vimto, the iconic soft drinks brand from Nichols Plc, has unveiled a new visual identity across its entire portfolio.

The contemporary design delivers a cleaner, bolder and more modern look that represents Vimto’s unique and refreshingly different brand personality, Nichols said in a statement.

The firm hopes to build on the brand’s solid sales over the past decade with the redesign, ensuring that Vimto is propelled into the forefront of consumer minds.

Now worth £96 million, with sales up by 6.3 per cent year-on-year, the brand is growing almost three times faster than the category.

Rolling out from January, the new look also aims to inject some playfulness into the soft drink category.

Centred around a striking ‘V’, which also provides strong on-shelf standout, the new design pays homage to the brand’s 113-year heritage with the inclusion of ‘since 1908’ as well as the brand’s iconic red, white and purple colour palette.

“We have worked hard to create a new visual identity for such an iconic and well-loved brand. We are confident that we’ve created something that not only speaks to our target market but also celebrates and communicates Vimto’s personality,” commented Becky Unwin, senior brand manager for Vimto.

“As one of the leaders in healthy hydration, the new modern design stands out on shelf and enables us to highlight more of our product benefits, such as real fruit ingredients and added vitamins – all helping consumers to navigate the options available and make Vimto the obvious choice. The redesign for Vimto marks the start of what will be an exciting year and we can’t wait to reveal what we have in store.”