Angostura Bitters gets refreshed
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The island2island Beverage Company has reinvigorated its Angostura Lemon, Lime and Bitters packaged range, with the help of Saltmine Design Group.

In an increasingly cluttered adult soft drink segment, Saltmine plumped for packaging that is intended to align the brand more closely with the bar experience.

“The redesign for our Angostura Lemon, Lime and Bitters range has a modern look, whilst staying true to the heritage of the Angostura brand. The contemporary design conveys to consumers that the Angostura Lemon, Lime and Bitters bar experience can be enjoyed at home in a convenient format without compromising taste,” says island2island’s Beverage Company marketing manager, Nathan Forde.

The brand’s heritage was evoked by the packaging design’s visual cues of freshly cut lemon and lime alongside an image of the famed Angostura Bitters bottle and its oversized label wrapping.

One of the most notable updates in the refresh is the change from the traditional salmon-pink shade to a dark blue one, in order to increase the visual impact.

Forde adds that Saltmine was selected for the design following a successful prior relationship with the studio that resulted in Angostura’s ready to drink range being named a finalist in the 2011 Dieline Packaging Awards in Chicago.

“Saltmine Design Group was our first choice for the job following the award-nominated design and first evolution of the range back in 2010,” says Forde. “Resulting in a strong brand consistency with the bar experience, which brings to life the product on pack and creates an eye-catching visual pattern when merchandised on-shelf. Once again, we are ecstatic with the end result.”

The new-look packs for the Angostura Lemon, Lime and Bitters packaged range are  available in store now.