Volvic redesign

Volvic’s new design features a bigger volcano

Volvic has undergone the biggest packaging revamp in the brand’s history ahead of a £1m campaign to launch its new positioning in the autumn.

Bottles across its plain, sparkling, Juiced and Touch of Fruit ranges have been updated to give the brand a “fresher, more modern appearance” and increase shelf standout, according to Volvic.

The traditional blue and green label has been replaced with a transparent version featuring a much larger volcano graphic and white text instead of blue.

The bottles will hit shelves in August and September.

Volvic said the campaign would be a 360-degree push across TV, social media and above-the-line advertising.