Fentimans, the botanically brewed drinks maker, has announced its biggest ever brand makeover, costing £1.2m.

The new overhaul, which includes a pakaging redesign of the brand’s premium soft drinks and mixers range, is being rolled out now.

The bold pack design will accompany a change in colour for Fentimans’ 125ml bottle range. The bottles will be made using clear, rather than green, glass to match the rest of the Fentimans range.

The drinks maker is also launching a new tagline, ‘Botanically Brewed. Exquisitely Crafted,’ to accompany the first Fetimans re-brand in 10 years. The brand makeover will also be supported with a new advertsing campaign.

Andrew Jackson, marketing director for Fetimans, said “This is the biggest single change to the presentation of the Fentimans brand in a generation. Building consistency across our range, in addition to improving the family look and feel was central to this project. By addressing the key visual equities, we have been able to dial up cues of modernity, quality and naturalness, whilst building improved saliency and relevance with a younger audience.”       

The new re-branded Fetimans range will be available to convenience retailers from February.