WKD rebrand by JKR uses exclamation mark to reflect a “sense of fun”

JKR has rebranded alcopop brand WKD with a bolder, more contemporary design incorporating a new exclamation mark icon to reflect the brand’s “sense of fun”. The redesign appropriates the vertical rectangular mark from the existing WKD branding, adding a dot beneath that ranges in size.

The mark is white in colour across the four flavours, creating a window to the drinks’ vibrant colours. The blue and iron brew flavours use their colours as a block background, with a contrasting cap and type elements, while the berry and passion fruit flavours feature a painterly background with visible brushstrokes.

JKR also revamped the typeface, applying a blockier, sans serif font.

WKD owner SHS Drinks wanted to reinvent the brand to cater to its 18-24-year-old market, with branding that was “more relevant to this new generation of consumers”. Adam Swan, design director at JKR, says this rebrand “brings the vibrancy and excitement of the brand to life”.