High street chain Woolworths launches a new range of canned soft drinks next week with packaging design by Reed.
The range, which consists of orange and citrus variants, follows on from the launch of the chain’s Genuine American Cola brand last October. The orange and citrus brands are being introduced as part of a marketing drive by Woolworths to increase its presence in the ‘snacking’ marketplace, with Tango and 7 Up being seen as the key competition.
‘The vibrancy of the product is communicated through street-cred contemporary graphics,’ says Reed creative director Carolyn Reed.
To maximise shelf impact in a ‘very competitive, vibrant marketplace, a fruit label type panel in black has been used to create a strong branding device, reinforcing the fresh fruit taste at the same time,’ says a Reed spokeswoman.
‘The graphics have also been created to maximise the potential of the can printing process by using the dot-gain factor of the process to create the blurring, fizzy effect of the background type elements,’ she comments.
The type elements on the cans are descriptive words – cool, juicy and so on – which communicate the effects of the products on the senses, both physically and emotionally.