A Vibrant Venture
Brand acquisition leads to package redesign and introduction to a new market.
Chek soda, an established brand exclusive to Winn-Dixie grocers recently expanded its presence to include the southern grocer chain Bi-Lo. As part of a recent acquisition, Bi-Lo took a gamble and replaced its existing private label sodas Southern Home with Chek soda.
Bi-Lo partnered with Anthem (www.anthemww.com) to bring the Chek soda campaign to life and launch the newly redesigned brand. Designed internally by the Bi-Lo creative team, Anthem aided in introducing the line to Bi-Lo customers via social media and celebrating the target consumer’s lifestyle.
The vibrant color palette creates opportunity for color blocking in the beverage isle as well as hints across the Bi-Lo store, “We absolutely fell in love with the 12-pack because the way that you could leverage the color,” says Jim Lucas, EVP, global director strategy and insights, Anthem. “The role of packaging and POS or display sort of came together. I think that’s what we liked best about this is the ‘wow this is a great asset’, we’ll take advantage of it.”
The Peak of Packaging
Mountaineer farmers’ packaging receives uplifting redesign.
Situated in a small town in the northern mountains of the Alicante province in Spain, a group of farmers committed to the study of orography and the climate as key to the farming practice carried out in a traditional way Planes Cooperative yields premium cherries and oils. Planes Cooperative utilized the design capabilities of Nueve Estudio (www.n-u-e-v-e.com) to bring the farm goods packaging up-to-date and convey the premium class standing the products deserve.
Colors utilized on pack come directly from the colors of the products themselves, vibrant red for cherries and green and yellow for the oils. Clean and concise copy appears on pack. Natural materials such as wood pulp and matte textures were utilized, recalling the products’ origin. Planes Cooperative suppliers were involved in the packaging, as well as national suppliers.
Power Pack
Package redesign jolts energy back into an American classic beverage mix.
Win Morning serves as the strategic direction and visual articulation for Tang. Bulletproof (www.wearebulletproof.com) was awarded the redesign project by Kraft Foods.
A design architecture with big time flavor appeal and an optimistic spirit in equal measure was created. The plastic 6-qt. canister is shrink wrapped in a vibrant label featuring expressive and energetic orange slice renderings. Copy depicting the mix’s vitamin c content is an important claim amplified on the pack communication. A bold green exclamation mark dominates the center of the pack and provides upward trajectory and movement, capitalizing on the declarative energy of the Win Morning positioning.