Schweppes Abbey Well freshens up for the Olympics

Schweppes is ditching the blue identity for its natural mineral water brand, replacing it with a clean, bold, red and blue logo.

The iconic Schweppes logo will now appear in white in the top left hand corner of the Abbey Well label, losing its normal black writing across a sweep of yellow colour.

Scweppes Abbey Well is the official water brand for the London 2012 games and will be the only packaged water brand available at the two-week event.

The rebrand has been created by Kontrapunkt in Copenhagen, and aims to create a contemporary feel for the brand across its packaging. The new logo will be supported by point of sale activity.

Zoe Howorth, market activation director at Coca-Cola GB, said: "We're excited to be revealing a contemporary new look for Schweppes Abbey Well and celebrating the brand’s British roots ahead of the Olympic Games.

"As the only bottled water available for sale at Olympic and Paralympic venues, we’re looking forward to refreshing consumers as they enjoy a busy summer of sport."

In April last year, Schweppes launched a Facebook initiative to celebrate the Royal Wedding, supported by limited edition Royal Wedding bottles.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

This article was first published on marketingmagazine.co.uk