Dublin group creates new Club Orange look

The Identity Business has revamped the seven-strong Club Orange soft drinks range for major Irish drinks client C&C. Roll-out begins in November.

The client wanted the Dublin group to emphasise the drink’s refreshing nature without disturbing its traditional image, according to The Identity Business creative director Garret Reil. This has hardly changed for several decades.

“I think we achieved [a feeling of freshness] through combining a number of visual clues well – the peel in the background, the droplets and icicles, [and] the organic typefaces for the descriptors and text,” says group principal Peter Kruseman. These elements were combined with the best of the old design, he says.

“It was a bit like redecorating an old house which has lots of character but has got a bit shabby and cluttered over the years,” Kruseman adds.