The Challenge: Develop new concepts for an adult soft drink brand. Ensure the packaging for the new concepts remained true to the brand’s existing heritage but still reflected the growing trends in the adult refreshment category.
The Solution: I ran pack design evaluation groups with consumers who were pre-tasked to tell us about their soft drink occasions.
Then working closely with the brand team and the design agency, we identified what the core brand should stand for in today’s adult refreshment space and how to leverage and build on this with the two new concepts.
My final output helped brief and inspire the development of the packaging.
The agency & my role: The Sound, working as a Director.