Design: Studio More
Illustrator: Natash Davy
Location: United Kingdom
Project Type: Produced
Client: Thorncroft
Product Launch Location: Global
Packaging Contents: Juice
Packaging Substrate / Materials: Glass Bottle/paper label
Printing Process: four colour printing, process printing

Studio More, a brand design agency specialising in ambitious early-stage companies, unveils a new look for Thorncroft, the UK’s oldest elderflower cordial brand. The new identity and packaging are available on James White website, with a selection of varieties available in Ocado, Amazon and farm shops nationwide now. This project marks a continuation of three years relationship between Studio More and royal warrant holder James White Drinks, following work across the core pressed juice and Zingers ranges.

Following the Thorncroft brand’s acquisition several years prior and faced with the sugar tax introduction challenge, the James White team successfully reduced the cordial sugar content by 37% without compromising the unique Thorncroft flavours loved by consumers since 1989. To mark this change, James White Drinks partnered with Studio More to rethink the brand identity and packaging, emphasise the plant-based sources of the cordials, and help the brand appeal to a younger audience, all whilst aligning the range with the James White master brand.

The new identity and packaging design, which was inspired by the English hedgerow, sees the Thorncroft brand name feature more prominently on the pack, as well as visibly now belonging to the broader James White portfolio of drinks to enable ease of recognition both in person and through e-commerce, which is a growing sales channel for the brand.

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