Cottee’s Cordial

Brand Identity / Packaging / Brand Guidelines


Cottee’s Cordial is one of Australia’s most loved iconic brands, but it was losing ground to it’s competitors and it’s leadership status was under threat, primarily because the brand had lost focus on it’s core values.

The opportunity to review the Cottee’s brand expression and packaging was a fantastic challenge.

Cottee’s needed to not only leverage off its heritage, but engage with a whole new generation of cordial drinkers. The brand needed to become the embodiment of the simple (and relatively healthy) pleasure of drinking cordial that so many Australians fondly remember.

We developed the positioning of ‘childhood fun’ to convey the essence of the brand, introduced a softer, simpler Cottee’s brandflag and brought back more of the deep blue that was synonymous with the brand for so many years. Perhaps most importantly, we brought to life the spirit of childhood.

Our new brand and packaging re-engages with cordial lovers through a less rational, more emotional positioning, and refocuses the brand on its roots by introducing a simplified, naive, graphic style with a real sense of fun.


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