Halewood Artisanal Spirits has revealed an updated look and feel for its JJ Whitley brand, which is now simply named ‘JJ’.

It has kept the bottle’s embossed detailing, family distillers messaging, and bold base label but removed the traditional tree emblem and the ‘Whitley’ wording to give a cleaner and more streamlined image.

The changes will roll-out across the entire JJ range, which includes its Artisanal Vodka, flavours offering including Vanilla, Raspberry and Blood Orange, as well as its new ‘Party Flavours’ range of lower, 20% ABV spirit drinks such including Toffee Popcorn and Strawberry Cheesecake.

Halewood also recently switched all JJ bottles to a new type of recycled glass, made using recycled glass cullet, generating 60% less CO2 during the manufacturing process. It is also using new Roll on Pilfer Proof bottle closures to further decrease its carbon footprint.

Poppy Williams, group marketing manager at Halewood Artisanal Spirits, said: “JJ is a vibrant, modern British brand with a range of award-winning gins and vodkas in on-trend flavours. We wanted to bring the packaging in line with this, which is why we have opted for a stripped back, sleeker design, whilst still retaining the ‘family distillers’ messaging that remains so important to us from a quality and provenance perspective.”