As part of the launch, Aeroplane has undergone a subtle brand refresh. The iconic character Bertie, originally inspired by Aeroplane’s founder Bert Appleroth, remains central to the branding. His image, along with the signature banner, has been modernised with a softer typeface and a reimagined look. Bertie’s journey across the sky continues to represent the brand’s positioning around "sharing moments of joy," while incorporating vibrant design elements typical of sour confectionery packaging.
The packaging for Aeroplane Sourz reflects this playful spirit, featuring Bertie navigating a night sky infused with the anarchic visual cues of sour confectionery.
The refreshed Aeroplane Sourz packaging was printed by Johnston Packaging, using a lithographic process with CMYK and two spot colours.
Megan Brabant, director of Consumer Sales & Marketing at McCormick Foods Australia, said that BrandOpus succeeded in updating the brand without losing its distinctiveness. "The Aeroplane brand holds a special place in the hearts and minds of many Australians, young and old. This is just the start of more fun things to come as we prepare for Aeroplane Jelly’s 100th birthday in 2027," Brabant said.
In a statement from BrandOpus, managing director (APAC), Nikki Moeschinger, highlighted the creative opportunity presented by the Aeroplane brand. "For a product like Sourz, it was a no-brainer to put Bertie in space. The metaphor of Bertie flying across the sky continues to resonate, while Sourz brings a new, imaginative twist," she said.
