Delivering Natural Energy

“Redesigning the iconic Purdey’s bottle required a delicate balance of retaining the distinctive and premium core silver colour palette, while elevating our fruit flavour & natural credentials. It was imperative to work with trusted research partners who had a deep understanding of our brand proposition, the specific design challenge and the relevant methodologies to accurately critique the work in real life scenarios. TBP’s dual phased approach of explorative qualitative work followed by full quantitative validation provided us the perfect blend of iterative development and numerical confidence in the final designs. TBP were knowledgeable, collaborative and thought provoking at every stage of the process and I would not hesitate to work with them again.”

Dave Laidler Head of Growth Space Marketing & Innovation, Britvic PLC

Our iterative approach maximised the combined strength of qual and quant to confidently validate the Purdey’s redesign

As consumer desire for more natural products propels the energy drinks category, Purdey’s needed to reassert its position: its distinctive, silver bottle structure was never in doubt, but more could be done to signal naturalness and flavour. A long-standing natural trailblazer, the brand was at risk of sitting too close to higher-octane and caffeinated products, its distinct proposition being overshadowed. There was a clear need for the brand to craft its own unique space, distilling Purdey’s identity and purpose


Three key objectives, to build Purdey’s comprehension and realise its potential:

  • effectively convey the naturally energising benefit
  • evoke taste appeal and characteristics
  • promote the special blend of ingredients that harness the power of nature

Our Approach

Phased qual exploration

Two stages of qual informed the design development: Early screening identified the best direction to evolve the brand, and focused recommendations on how to elevate the design; a subsequent follow-on assessed the design development, with a view to fine-tune the design before quant validation


DesignCounts quant validation

Our cutting-edge online quantitative validation approach was the perfect tool: building on the qualitative foundations, it delivered confidence in numbers & methodological rigour through the lens of design thinking


Four principles proved fundamental to our holistic evaluation:


A refreshed visual identity, providing the perfect platform to support new comms and accelerate brand expansion, enticing new consumers into Purdey’s way of life

*Source: NielsenIQ RMS, absolute volume sales change data for Purdey’s for the 12-month period ending 19th February 2022, for the Total Coverage Great Britain total retail market
**Source: Kantar, Kantar Take Home Panel, 52weeks, 23.01.2022


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