Purdey's: Purdey's brand redesign

Natural energy drink brand Purdey's redesigned its packaging to support its plans for growth in the UK.

Executive Summary

Originally a rejuvenating tonic for musicians, Purdey's quickly became known as a lifestyle drink. However, after being bought by Britvic in 2001, they started to move away from this, looking to position themselves as more of a natural alternative to traditional energy drinks.

The brand wanted to grow from being a niche market player to becoming a more accessible brand and a leader in the functional wellness space. In order to do so, the brand would need to:

  1. Increase value sales
  2. Increase market penetration
  3. Increase distribution

The brand's plans for growth were derailed by Covid. The market Purdey's...

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