Angostura Chill

Services

Strategy
VBI
Packaging

Taking a Caribbean Classic Global

We set out to reimagine Angostura Lemon Lime and Bitters soft drink as a bold, flavour-forward non-alcoholic proposition that could confidently sit within the House of Angostura. The aim was twofold: strengthen its connection to the masterbrand and bring more character and energy to the mainstream soft drinks space.

Since its relaunch, the brand has gone from strength to strength, returning to its Caribbean roots before expanding into key markets including Australia, the USA, the UK and Europe.

To support the transition from can to bottle, we built a flexible design system around a new sub-brand name: Chill. The design needed to feel fresh, vibrant and future-ready, while still referencing the craftsmanship of Angostura’s iconic bitters label.

We created a modern, flavour-led aesthetic anchored by bold colours and playful wraparound illustrations. Each visual element is designed to communicate the vibrancy of the Caribbean and the intensity of flavour, while still paying homage to the brand’s heritage.

The identity was also crafted with future extensions in mind, offering enough consistency to build recognition, and enough flexibility to grow. The result is a refreshed and revitalised brand that has successfully extended the Angostura family into the non-alcoholic space, and continues to drive commercial success.