The redesign, which focuses on two lizards, comes as Britvic Soft Drinks is planning to launch the two-year-old brand in the UK market.
The energy drink contains caffeine, guarana and ginseng and has been on trial in Norway since 2009.
Blue Marlin’s design aims to differentiate the product from its energy-drink rivals, which tend to target young male consumers, by playing on the South Beach – SoBe – brand’s ethos of purity and natural ingredients.
The pack’s new livery is, Blue Marlin said, deliberately unisex. The entwined lizards, have been the icon of the South Beach Beverage Company since it launched in 1996 feature prominently, along with the line “Naturally Energising”.
The whole pack is printed in an iridescent finish for greater shelf stand out.
Blue Marlin creative director Simon Pendry comments: “We’ve made the pack more single-minded and really brought the lizards to life.
“The South Beach ethos is all about being comfortable in your own skin and the new packaging reflects that, it has a relaxed confidence.”
