Bickford’s has unveiled its “most significant transformation to date”, a livery update across its entire product portfolio.
This refreshed, cohesive look marks the dawn of a new era, following closely on the heels of Bickford’s 150th anniversary celebration.
“We have always been committed to maintaining the quality and taste that Australians and the world have loved for a century and a half,” says Bickford’s owner Angelo Kotses.
“While our look is evolving, the great taste and exceptional quality that Bickford’s is known for remain the same, honouring the legacy that has been passed down from generation to generation.”
Representing a fresh chapter in Bickford’s history, the livery update is said to blend tradition and heritage with a modern, cohesive design. It will be rolled out across Bickford’s entire range of products, from cordials and carbonates to the newly launched coffee enhancers.
“Being an Australian-made and family-owned business is central to our identity, and this new chapter reaffirms this while also emphasising the inherent benefits of choosing Bickford’s – quality ingredients, exceptional taste, and a rich heritage,” says Mr Kotses. “We believe this update will significantly enhance our visibility and appeal in the market, while positioning us for future growth.”
While Bickford’s is renowned for its cordials, the brand’s extensive portfolio extends far beyond. Over the next six months, new flavours and packaging formats will be introduced across the entire range. This includes more than 15 new SKUs introduced in the last 12 months.
Refreshing its cordial, Bickford’s says it has made a bold move by removing the ribbon, a key element of the packaging since the days of Ann-Margaret Bickford. This simplified, modern iteration of the logo is said to signify a step towards a new era for the brand, marking its evolution while honouring its rich heritage.
“Our cordials have been a staple of Australian summers and family gatherings for generations,” says Mr Kotses. “Removing the ribbon was a tough decision, but it reflects our commitment to moving forward and embracing modern design while still respecting our heritage.”
