The London Essence Co unveils slim cans as part of rebrand
Image: The London Essence Co
Premium UK mixer brand, The London Essence Co, has presented its full brand portfolio refresh created in collaboration with BrandOpus.
This next step for the brand follows its successful London Distilled campaign at the end of 2023, which celebrated the brand’s heritage and creative influences. The new and enhanced look and feel for the full London Essence range comes soon after it has been named No. 2 Top Trending Mixer and the No. 2 Bestselling Mixer by the World’s Best Bartenders this year. 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 brand mark framed in a confident white square. 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. London Essence seeks to represent itself as a ‘Tastemaker’ by capturing the boldness and creativity of the city 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.* 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 UK supermarkets but also foodservice, cafés and delis from March 2024.
Regarding the launch, Ounal Bailey, co-founder of The London Essence Co, said: “We’re delighted to reveal this beautiful new design as part of our brand refresh, which celebrates the creativity at the heart of the brand, inspired by London and our 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. 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.”
Dan Wegrzyn, business director at BrandOpus, said: “With this rebrand, we wanted London Essence to act and behave as a Tastemaker would, with more ways to tell its story and drive desire. With the team at London Essence, we’ve relished the challenge of standing-out in the category and appealing to a new generation of discerning drinkers with a more connected, more intentional and confident expression of the brand.”
London Essence’s brand refresh will start to appear across selected stores from 11 February 2024, beginning with the new 250ml slim can range of crafted sodas that will be available to purchase in Waitrose, followed by Asda on 4 March 2024, and Tesco on 11 March 2024, RRP £1.45. Also available to purchase across on-trade outlets from March 2024.
For more information on London Essence and the full range, visit: www.londonessenceco.com.