Masterbrand Approach: Lucozade Undergoes First Major Refresh in its 97-year History

Lucozade, an energy drink brand that started with one original recipe in 1927, now boasts different product ranges, catering for different drinkers’ needs. And now, in its 97-year history, Lucozade has undergone its first major brand refresh – a new visual identity and logo redesign.

The British brand collaborated with Pearlfisher London, a creative agency, for the much-needed transformation. The agency was briefed to create a powerful and cohesive brand presence that resonates with Lucozade’s long-standing fans, while also appealing to new consumers. Pearlfisher London said their strategy to reinvigorate the brand involved consolidating Lucozade’s ranges of Energy and Sport under a unified master brand approach.

Masterbrand Approach: Lucozade Undergoes First Major Refresh in its 97-year History

The arc, a symbol of Lucozade’s energy, was redrawn and given a modern touch. Pearlfisher London said it now radiates an optimistic, vibrant yellow. This has enhanced the brand’s credibility. Moreover, it adds a powerful sense of momentum. The agency added that the wordmark now sits horizontally. It propels the arc upwards with a dynamic sense of movement.

Pearlfisher London highlighted pure bubbles as background to depict Energy. For Sport, it took to an athletic mesh-like pattern – akin to sportswear. For Zero, the introduction of white at the top of the pattern evokes lightness. Furthermore, an extra layer communicates the benefits and differences of every Lucozade drink. The rebranding highlights Lucozade as a powerful and cohesive brand.

Lucozade has also launched a campaign, created by adam&eveDDB, called ‘Bring the Energy’. It features a basketball team and a group of Northern Soul dancers. They give their all, collision of energies. The basketball players’ and dancers’ moves combine and seamlessly mirror each other. This shows how Lucozade helps people find their form.

Elise Seibold, Marketing Director at Suntory Beverage & Food, said the campaign celebrates the pure and uncomplicated joy of bringing one’s everything to the thing they are passionate about. “We want audiences to resonate with the energy that they see on screen and what it means to feel on form. Bring the Energy highlights how our brand is always there to keep the motivation and movement going.”

Rick Brim, Chief Creative Officer at adam&eveDDB, said Bring the Energy is a brilliant brand platform that ignites real passion and positivity. “This campaign is all about everyone bringing all and more – we couldn’t be happier with how it’s come to life.”

Also Read: Thomson Reuters Undergoes First Brand Refresh in 16 Years

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Nandika Chand