Schweppes finds its fizz again with heritage-rooted rebrand
The legacy soft-drink company needed a way to stand out in the growing craft-soda market. Schweppes teamed up with agency partners JKR, Studio.One and Mischief to innovate a new platform: ‘With Time Comes Taste.’
The 243-year-old brand, known as one of the first companies to make carbonated mineral water more accessible, underwent a brand transformation to cater to modern mass markets, including a new visual identity, global identity and brand ambassador.
The tagline, ‘With Time Comes Taste,’ aims to reflect Schweppes’ belief that taste does not come overnight, but is built, crafted and refined over time. This platform positions the brand as a pioneer and contemporary authority in its category.
This platform is reflected in its new visual identity, featuring typography, historic references and original fountain illustrations. A vibrant saffron yellow serves as a throughline in its products while allowing it to stand out on shelves. Small elements like a wordmark inspired by 18th-century serif typography and energetic bubbles add greater presence to bridge the gap between heritage and modernity.
The brand’s original fountain symbol, inspired by its appearance at the Great Exhibition of 1851, calls on Schweppes’ long-standing premium quality for global recognition as a luxury product in the craft-soda market.
“We are seeing a clear shift in how people drink, with more consumers embracing balanced lifestyles and reaching for premium non-alcoholic, mid-strength and moderation-friendly options that still deliver on quality and experience,” says Santiago Iturralde, president of sparkling flavours at Coca-Cola.
In line with the brand’s core yellow, photography features golden hour scenes to widen the brand world and bring warmth to its identity.
Schweppes launches a brand ambassador, Clive. The leopard, central to the company since 1999, has been reimagined to help visualise the product’s distinctive ‘bite,’ reintroducing himself to a new generation of consumers.
