Bulletproof Revamps Sourz Spirits Packs

The new look features a wrap-around swirling design by illustrator Chris Mitchell printed on a semi translucent shrink-wrap, to match the "add some zing" idea created by marketing firm Publicis Dialog.

11/07/08 Bulletproof, the London-based brand design agency, has revamped the packaging for Sourz spirits in a bid to broaden the appeal of the fruit-flavoured drinks.

Owner Beam Global Spirits and Wines (UK) and distributor Maxxium UK have invested £4m in repositioning the brand in the mixable spirits category, including a marketing campaign and the bottle redesign.

The new look features a wrap-around swirling design by illustrator Chris Mitchell printed on a semi translucent shrink-wrap, to match the "add some zing" idea created by marketing firm Publicis Dialog.

The bottle also has a metallic silver waistband and ROPP closure.

Adrian Turnham, senior designer at Bulletproof, said: "We created a fun and stylish new identity to reflect the lively personality of the brand."

Beam UK commercial manager Gareth Brown said that the redesign "truly reflected the brand positioning and will be pivotal in helping us leverage Sourz within the mixable spirit category".

The redesigned bottle will reach bars and retail outlets in August and is available in apple, cherry, pineapple, tropical and the new blackcurrant flavour.