Agency: ROOK/NYC
Illustrator: Marianna Fierro
Creative Partner: Mark Christou
Managing Partner: Rebecca Christou
Designer: Mark Christou
Location: United States
Project Type: Produced
Client: Culture POP Soda
Product Launch Location: United States
Packaging Contents: Functional Soda
Packaging Substrate / Materials: Aluminum
Printing Process: Sleeve Label

The brief was simple. Can we create a brand and package design for a new-to-market functional soda that feels familiar, with subtle nuances, and drives consumer trial in the natural and mass retail channels? Every element we designed needed to align with that objective.

When it came to the naming exercise, the team wanted something that was both descriptive and felt familiar. In an off the cuff ideation session, the moniker fell into our laps — a highly recognizable, albeit transposed, term that coincidentally described the product itself in two words: Culture (probiotic) POP (soda).

We carried the thread of function and familiarity into the design process and allowed an important third element to take center stage on the packaging: flavor. Starting with a bold identity in the oh-so familiar American Typewriter font, we replaced the “o” of pop with bold, bespoke fruit illustrations to signify the dominant (and most familiar) ingredient in each SKU. To further enhance the taste-appeal, we selected a vibrant color palette that’s both drinkable and on-trend. Rounding out the identity system, we injected a hint of playfulness through a cheeky tone of voice and subtle graphic elements that visually express “fizz” and “pop”.

Read more

via Packaging of the World – Creative Package Design Gallery