Ziggurat creates children's cordials range

A Ziggurat Brands product story

Edited by the Marketingweek Marketplace editorial team Apr 22, 2008

Bottlegreen is introducing a range of new drinks for children called bottlegreen Junior.

With its reputation for natural ingredients and authentic flavours already established among discerning adults, the extension into children's dilutable drinks is a natural progression in a category that is crying out for innovation.

Having already successfully reviewed bottlegreen's core range, the Bottlegreen Drinks Co briefed Ziggurat Brands to create a separate identity for the children's drinks.

The result is a range of three variants where the brand architecture maintains the relationship to the adult cordials, but the packaging is determinedly designed for mums and their children.

An opaque die-cut shaped label depicting storybook graphics of fruit with little icons of houses and swings complement the iconic conical bottlegreen bottle.

With 'bottlegreen' as the brand in the centre of the label, 'Junior' is highlighted in bold type as a sub-brand name, while the use of children's language - 'awesome' and 'brill blackcurrant and apple' describes the different flavours on banners.

'No artificial colours or preservatives' also appears as a reassuring message for Mum on the front of the bottle.

According to Ziggurat's research, parental desire is increasing for natural products that are honest and trustworthy.

Not only do bottlegreen products deliver on their promise for unadulterated goodness, but they also fulfil environmental concerns with recyclable bottles.

Parents will be delighted to buy this range for their children, and children will in turn enjoy the fact that this range is especially for them.

"It is quite a challenge to undertake a branding brief that considers both adult and children's products together", said Kellie Chapple of Ziggurat Brands.

"We looked at the individual elements of the brand identity to identify its key components, and having established bottlegreen as the main reference point, it was possible to develop a brand architecture that translates from the core cordials range onto the Junior range".