When legacy brands stop apologizing for their age and start leaning into it, the packaging design becomes stronger, and Schweppes just pulled it off beautifully.
The redesign, designed by Jones Knowles Ritchie, which transforms a familiar but flat can into something that will stop you mid-aisle, trades the old design’s flatness for a yellow that radiates warmth. The diagonal stripe across the can adds a sense of movement and luxury without a single illustration. The reimagined 1851 Great Exhibition fountain rendered in tonal gold on the packaging is the kind of detail that rewards a second look, rooted in real architectural history but abstracted just enough to feel like a contemporary design. There’s a commitment to warmth over coolness in this redesign, proving that almost 250 years of history is not a burden but the most compelling story on the shelf.
