New Packaging: Starbucks, Angostura, Andrew Peace unveil striking new packaging

UK – Creative agency Marks has unveiled a bold new packaging identity for Starbucks’ Refreshers drink, aimed at enhancing visibility and emotional engagement in China’s fast-growing ready-to-drink (RTD) segment.

The new design draws inspiration from emerging semiotic trends, featuring abstract patterns and vibrant colours meant to spark optimism and appeal to younger consumers.

“This is more than a facelift,” said Danny Lye, Vice President of Design for Greater Asia at Marks.

“Together, the bottle and graphics deliver an unexpectedly refreshing visual and sensory experience. It’s about positioning the drink as a disruptor in an intensely competitive market.”

China’s RTD market is saturated with both local and international brands, making design a critical differentiator.

With its bold aesthetic, the redesigned Refreshers packaging aims to catch the eye of a style-conscious, digitally-savvy generation seeking brands that mirror their values and lifestyle.

Angostura’s bicentennial celebration in a bottle

Meanwhile, JDO Brand Design & Innovation has created a premium, limited-edition label for The House of Angostura as it celebrates 200 years of its iconic bitters.

Dressed in black with intricate gold foil detailing and a sophisticated filigree pattern, the anniversary bottle is designed to celebrate legacy while maintaining the timeless character of the product.

“Angostura didn’t need to be changed; it simply needed to be celebrated,” said JDO Creative Director Ray Smith.

“We respected its classic equities while elevating them for a commemorative feel.”

The design reflects not only the historical gravitas of the Angostura brand but also positions the bitters as a collector’s item for cocktail enthusiasts worldwide.

Andrew Peace Wines elevate with new look and formats

In the UK, Andrew Peace Wines has launched new packaging and formats, including the addition of a Cabernet Sauvignon and Pinot Grigio in 75cl Bordeaux-style bottles, and 187ml single-serve versions of its Signature White Label range.

The redesign features a sleek, modern look, enhancing shelf appeal and aligning with the brand’s quality-focused messaging.

Vicky Wood, Head of Brand and Insights at Kingsland Drinks Group, commented, “Despite a challenging market, Andrew Peace continues to grow. This new design and expanded range strengthens our reach with a compelling proposition that says: the good times are now.”

Together, these packaging redesigns underscore how brands are using design not only to refresh aesthetics but to deepen emotional engagement, reinforce heritage, and capture new market opportunities across global audiences.

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