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Creative Creative Works Brand Strategy

Lucozade undergoes first major brand redesign in almost 100 years


By Amy Houston, Senior Reporter

April 12, 2024 | 4 min read

Alongside the new visual identity and package design, there is an uplifting TV ad tying everything together. Here, we dive into the beverage company’s updated masterbrand approach.

A row of Lucozade bottles

What do you think of Lucozade's brand refresh? / Pearlfisher

It’s an exciting time for Lucozade. The soft drinks brand has today revealed a major refresh of all its assets – a first in its 97-year history.

Amid a competitive landscape and crowded sector, it has decided to consolidate its ranges of Lucozade Energy and Lucozade Sport under a unified masterbrand called ‘Bring the Energy’ in the hopes of creating a cohesive presence and, ultimately, standing out.

To do so, the creatives at brand design agency Pearlfisher looked back at the history of the brand. The solution that they found was in the revitalization of the iconic Lucozade arc and wordmark. The updated graphics deliberately move on from the vertical wordmark, rotating it to lock up and amplify the arc.

What has transpired is a modern, bright and bold approach in a vibrant yellow color, which is synonymous with the brand’s energizing allure. From today, consumers will see the refreshed approach across Lucozade’s entire portfolio.

Pearlfisher’s partner David Jenkinson said of the project: “We know how important it is to have a recognizable and distinctive brand through all channels, whether online or offline. With the arc elevated to be at the heart of the design, our approach was to then refine and communicate the distinct offerings of the drinks, from glucose to electrolytes, ensuring clarity, consistency and relevance.”

He continued: “This rebrand was all about enhancing Lucozade’s impact on shelf and reinforcing its credibility and iconicity as one of the UK’s most established energy and sports drink brands.”

The rebrand has been a long time coming for the brand. Through extensive customer research over the last two years, it was able to integrate consumer feedback into the design process in real-time. This ultimately defined a deep understanding of the target audience, the value the brand provides and uncovered that people see Lucozade as one brand with multiple different products

“This has been an exciting journey in developing the iconic Lucozade pack of the future, standing as one confident masterbrand made up of distinct drink ranges that have separate offerings,” added Elise Seibold, marketing director at parent company Suntory Beverage & Food, which also owns Orangina and Ribena.

“Our revitalized brand logo is the beacon of Lucozade’s positivity, surrounded by elements that cue the brand’s credibility as the original energy brand. We can’t wait to see the packs hit the shelves this summer as part of a huge year for Lucozade.”

Of course, the redesign is just one piece of the puzzle. Consolidating design and advertising, Lucozade has also released a new TV spot under the ‘Bring the Energy’ platform, titled ‘Basketball x Northern Soul.’

Created by London shop Adam&EveDDB, the short is a rallying cry that shows how Lucozade helps people to rise to the challenge and to move with energy in the moments that matter to them.

Throughout the ad, viewers see a basketball team and a group of Northern Soul dancers rock up to a sports hall to find it’s been double booked. Choreographed by Supple Nam, the two groups give it their all and we see a collision of energies as a balletic masterpiece unfolds. The basketball players’ and dancers’ moves combine and seamlessly mirror each other.

The ad was directed by Rogue Films’ Sam Brown, the acclaimed director behind music videos for Jay-Z and Adele.

Adam&EveDDB’s chief creative officer Rick Brim commented: “This is a huge moment for Lucozade. ‘Bring the Energy’ is a brilliant brand platform that ignites real passion and positivity. This campaign is all about everyone bringing their all and more – we couldn’t be happier with how it’s come to life.”

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