Vimto unveils bold new visual identity across its entire portfolio in 2021

Celebrating the brand’s position of always being refreshingly different

Press release date: 24th March 2021

Vimto, one of the UK’s most iconic soft drinks brands, is launching a new visual identity across its entire portfolio. Rolling out from January, the new contemporary design will deliver a cleaner, bolder and more modern look that represents Vimto’s unique and refreshingly different brand personality. 

Having grown consecutively YOY for the past decade, Vimto is now worth a staggering £96 million and brand sales are up +6.3% year-on-year, growing almost three times faster than the category. Building on solid sales momentum and driving the Vimto offering forward, the redesign will ensure that Vimto is propelled into the forefront of consumer minds. 

Designed to represent Vimto’s personality whilst championing the brand’s unique and refreshingly different taste, 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 ‘since1908’ 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 no only speaks to our target market but also celebrates and communicates Vimto’s personality. 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.

Becky Unwin, Senior Brand Manager