A new look is being introduced across the Funkin range of cocktail mixes, purees and syrups as the brand prepares for a new phase of growth.
The premium design features a new bright white Funkin logo, with the brand’s signature red splash transformed into a swirl to represent a top-down view of a cocktail glass.
The navy background for the mixer range is designed to evoke the evening drinking occasion for cocktails while the contrasting bright colours reflect vibrant, fresh fruit flavours. The packaging also communicates the “#FunkinFast” method of using the products in three easy steps of “Ice in, spirit in, Funkin”.
The new-look one-litre packs in the on-trade also provide tips on how to best serve popular cocktails including a Mojito, Strawberry Daiquiri and Piña Colada.
The brand also aims to build on its loyal bartender following with its Pro purees and syrups which now have a unified look across the range.
The redesign, which will be rolled out in both the off- and on-trade, follows the 15-year-old brand’s acquisition by leading soft drinks company AG Barr earlier this year. While maintaining its distribution in the on-trade, it also aims to build awareness among consumers.
Funkin senior brand manager Joana Lenkova said: “This new, fresh look comes at an ideal time for Funkin as the company embarks on the next phase of its growth.
“The packaging is sophisticated and contemporary while nodding to Funkin’s heritage, established in 1999. This revolutionary change will increase awareness and ultimately drive trial among consumers.
“Breakthrough innovation is in the DNA of everything we do. We are very passionate about our brand and with this new design we ensure that Funkin looks as good as it tastes.”