Sunkist wanted to create new graphics that spoke to 16-18 year old consumers in more relevant and adult ways. The intent being to increase frequency of Sunkist among once-heavy, mid to late teen consumers (sporadic loyals) by stealing occasions from colas and other perceived “adult” beverages. They also wanted the brand to be considered more appropriate for late-teen social situations.

To initiate the packaging changes needed, we worked with the Sunkist brand to visually define what they termed “California Cool” – a laid-back, optimistic, trend savvy attitude associated with this audience. The visual language for the brand needed to represent this state of consciousness while being flexible enough to speak across a multitude of consumer communication touchpoints. A new tattoo-like logo was created to represent the target consumer’s confidence and individuality while the background graphics expressed their diverse lifestyle experiences. Maintaining but shuffling color equities enabled the design to be revolutionary yet familiar to their flavor craving consumer base.

Results not available at this time.