Scottish water and soft drink manufacturer Sangs is revamping its water range in a bid to ditch its historically "twee" image and increase sales 30%.
The new design of its MacB range, rolling out from the end of April, had been a priority for the company since its £10m buyout last July, said marketing director John Stirling. The company would now look at the rest of its portfolio, including Deveron Spring, Justadash, Jet Pop and Fruit Twist.
"We knew we had a high quality product in the bottles, but there were concerns that the packaging did not reflect that - to be honest they were a bit twee," said Stirling. "We are proud of our Scottish heritage but there is a danger that design can go down a 'tartan and haggis' route. We have kept the packaging very modern, reflecting its premium positioning."
The new packaging, to be unveiled at Edinburgh Castle on 24 April, will be supported with a print, outdoor and radio campaign.
Its current £13.4m turnover is forecast to rise 30% to £17.4m by March 2009 as a result of the new marketing strategy, added Stirling.
The 111-year-old company was bought by Kenny Webster and Andy Anderson last July for £10.2m.