Drinks maker Fentimans has overhauled its image with a rebrand costing £1.2m.

The new brand presentation, which spans its range of premium soft drinks and mixers, is currently being rolled out and will be widely available from February 2018.

The packaging redesign draws on Fentimans heritage and quality credentials, resulting in a bolder design, with a level of craftsmanship to match the quality of the drinks inside.

The catalyst behind the makeover is to provide consumers with a consistent brand offer and a unified look and feel across the Fentimans product range. Every pack format will have the same style, with the 125ml on-trade bottle moving from green to clear glass to match the wider range.

The rebrand, the first in 10 years for the Hexham-based company, will also include the new tagline, “Botanically Brewed. Exquisitely Crafted” prominently on the new packaging.

The relaunch will be supported with a new campaign that aims to build the connection between botanical brewing and the superior taste experience from a Fentimans beverage.

Fentimans marketing director Andrew Jackson commented: “This is the biggest single change to the presentation of the Fentimans brand in a generation. Building consistency across our range, in addition to improving the family look and feel was central to this project. By addressing the key visual equities, we have been able to dial up cues of modernity, quality and naturalness, whilst building improved saliency and relevance with a younger audience.”