If there's one thing we've learned over the last year, it's that when you think "perhaps we could just tweak our logo", it's probably time to sit down and have a cup of tea...

Our "old" logo was classic and understated and "cool", in a fashion-label sort of way.
The trouble is, nobody noticed it. Most of the people who knew our drinks used to say "oh yes, the ones in the colourful bottles - what are they called again?" In fact, from my desk I can't even read the logo on the shelf 10 feet away.

So we thought, let's try and make a more distinctive logo that stands out more on the bottle.

Simple.

Except that these things aren't necessarily compatible. You can have standy-outy. Or you can have simple and classy. But you can't really do both. The more that it looks like a "logo", the less it looks classy and cool. The Chanels, Hugo Boss and Space NKs of this world don't really have "logos" - they just use simple text. Because logos, ultimately, aren't cool. Coca-cola, Reebok or Kodak - the logos that if you saw just a corner of them you'd know what they were - they'll never be "cool". Unless they're apple maybe (drat, there goes our theory).

Anyway, we had to do a lot of soul-searching. Ooh, what are we really like? What are our values? What do people think about us? What would we like them to think?

It was exhausting.

But here are a few of the steps along the way.

Hope you like where we ended up.