Luscombe, a pioneer in the premium soft drink category, unveils a bold new brand identity and packaging redesign to mark its 50th anniversary and signal its next chapter of growth. With the increasingly crowded marketplace, Luscombe has taken the opportunity to reaffirm its leadership position by elevating its product range and celebrating its unique qualities.
To lead this transformation, Luscombe has partnered with BrandOpus, a global branding agency, to deliver a refreshed brand identity that captures their commitment to quality and craftsmanship. The refreshed identity centres around the idea of "Grown-up Drinks with Character," reflecting Luscombe’s unparalleled approach to sourcing ingredients and crafting drinks that stand out for their layered complexity and sensory richness.
At the heart of the new look is Luscombe’s iconic stripe, now reimagined as a consistent and intentional brand asset that tells a deeper story. Using abstract fruit photography and impressionistic forms, each stripe brings to life the unique taste profile of every drink. A bolder, more characterful wordmark now accompanies the brand’s refreshed look, positioning Luscombe as the reference point in the premium soft drink category. In addition, a new Devon roundel has been introduced, reflecting Luscombe’s home and heritage.
The new identity will roll out across Luscombe’s full product range and in-store materials, ensuring a cohesive and impactful presence across all channels. This refresh will help Luscombe continue to set the bar for the category and appeal to a wider audience.
“Our new visual identity is a natural evolution of Luscombe’s story - one that celebrates our rich heritage while setting us up for the next stage of growth. It modernises our identity while ensuring that Luscombe remains instantly recognisable and trusted by our loyal customers,” comments Scott Cooper, Luscombe’s newly appointed Managing Director.
“Collaborating with BrandOpus on our brand refresh has been an inspiring journey. Their understanding of our heritage, values, and commitment to quality has helped us create an identity that reflects who we are today while staying true to our roots. We’re incredibly proud of the result and excited to share this next chapter of Luscombe with our customers,” adds Gabriel David, Founder.
“Luscombe’s strong heritage and unique story inspired our refresh of the brand identity. We’ve redefined its existing assets to give them a more meaningful and distinctive role, whist introducing a fresh and modern illustrative expression that captures the character, craftsmanship and taste experience of every recipe,” explains Paul Taylor, Chief Creative Officer at BrandOpus.
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