WKD reinvents as it looks to become 'a memorable icon'


By Natalie Mortimer | N/A

September 1, 2016 | 3 min read

Alcopop brand WKD has rebranded ahead of its 20th anniversary as it looks to drive relevancy for today's 18 to 24 year-old drinkers.

WKD, which is owned by SHS Drinks, found via research that there was a big gap in consumer interests and demands since the brand launched in 1996. To address this WKD turned to brand design agency Jones Knowles Ritchie (Jkr) to create a new look and feel that would engage its target audience.



Jkr created a central design concept of an exclamation mark, taking inspiration from the existing rectangular WKD mark. The agency also chose to hero the bold colours associated with the WKD brand, and these are used in the secondary packaging for the bottles, and also framed through the logo itself as part of the lettering on the brand mark for the Blue and Iron Brew bottles.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Meanwhile, the designs for Berry and Passion Fruit feature bold, oil-painting inspired brushstrokes.

Jo Sykes from SHS Drinks, who spearheaded the project, said: “This isn’t a re-launch, it’s a reinvention of the WKD brand. WKD has a strong track record, and its core qualities - the right taste, the right level of alcohol, and an energising lift - all have strong appeal for today’s 18 to 24-year-old audience, but as a brand proposition it needs to be made more relevant to this new generation of consumers.

"Jkr has understood this challenge from the start, and the reinvented design perfectly captures both the spirit of the brand and the need to create a memorable icon that allows WKD to remain relevant and engaging for years to come.”


More from Design

View all


Industry insights

View all
Add your own content +