International brand design agency bluemarlin has rolled in a new, distinctive design for Rocks range of squashes. The concept revolutionizes the brand’s entire identity, including packaging, communications and digital, and will support the brand’s ambitious plans for growth as it stretches into the competitive ready-to-drink category.

Bluemarlin was charged with discovering a brand new position for Rocks as a mature, premium squash that is good for the whole family while maintaining its authentic British spirit. The idea of “Rocks Your World” was developed as the design concept to re-establish Rocks within the market.

The Rocks logo features prominently on the design as a stamp of authenticity — it conveys the spontaneous energy of the brand while affirming a strong and confident brand voice. The colorful splat of squashed fruit communicates the energy of the brand and the product truth of it being packed full of flavor. The Rocks product contains only three simple and pure ingredients: fruit, water and sugar — no additives or preservatives, just squash, the way it should be made. The glass bottle indicates a premium, quality product, but the design guarantees an energized, friendly and natural offering.

Norma Gray, Account Director at bluemarlin Bath comments, “We’ve balanced the natural, no-additives message with the energy and vibrancy of the fruit to create a design that really jumps off the shelf in a very busy category. This new brand identity will allow Rocks to occupy a broader territory in the market, while consumers will continue to enjoy Rocks drinks that are bursting with natural flavor.”