Drinks company Jordan's Skinny Mixes has announced a comprehensive brand refresh as it celebrates its 15th anniversary. 

The rebrand, which follows insights from customer feedback and consumer surveys, is primarily aimed at energising women through a blend of empowerment, community, and inspiration.  

Customer feedback indicated the need for a more cohesive brand identity and the development of an ownable brand purpose in order to raise awareness and reach a wider audience. 

The brand's updated purpose will be reflected across various elements, including new packaging, e-commerce, partnerships, social media, and others. 

The new brand identity includes a refined logo, updated cap finishes, and redesigned front-of-packaging for all stock-keeping units (SKUs).

The updated packaging rollout began last month both in-store and online, with the branding to be made available across all of the company's products within the coming months.

Jordan's Skinny Mixes CEO Tim Snyder said: "This evolution of our brand will delight our raving fans while also introducing Jordan's Skinny Mixes to new consumers. 

“We're thrilled to present our vibrant, fun, and delicious low-sugar, low-calorie options in a way that truly reflects the heart of our brand.” 

Founded in 2009 by Jordan Engelhardt, Jordan's Skinny Mixes was born out of a desire to enjoy beverages without excess sugar and calories.  

Its products are available online and across retailers in the US, Canada, and Europe.