The upper shelf segment for tonic waters in Poland was dominated by two strong brands: Kinley (Coca Cola) and Schweppes (PepsiCo.). Both had a very similar positioning and loyal consumers who valued the tastiness and high quality of each. However, Kinley was targeting older consumers at a time when consumption growth was being driven by younger drinkers.

Attract a younger crowed by rejuvenating the brand and improving the value-for-money perception by focusing on the brand’s functional (refreshment) and emotional (stylishness) qualities, using a palette of modern, creative tools while keeping the simplicity of the design and strength of the branding.

The key elements of the brand identity were modified. Navy blue was introduced into the logo for a modern, 3-D effect and lighter, fresher look. The new logotype looked more open and dynamic, making it more attractive to younger consumers, and brand name legibility was improved. The restyled crown became stronger and more masculine. A visual of bubbles was introduced into the label background to symbolize the tonic water’s refreshing qualities. The gold was removed from the ornaments, since it was too old-fashioned and a commonplace symbol of “premiumness”. It was replaced by silver.