The consultancy was appointed to the work in may this year as part of the brand&rsquos wider marketing campaign, centered around the &lsquofresh from our kitchen to yours&rsquo message. Brandopus creative director paul taylor says, &lsquowe felt the existing branding didn&rsquot really reflect that proposition so we pushed quite hard to not just change the pack designs but give the identity some meaning.&rsquo aiming to communicate on the soups&rsquo handpicked, fresh ingredients, the new designs use a branded market vegetable crate as the core identity.
According to brandopus, this icon allows &lsquonew meaning and flexibility&rsquo. Variants in the range are differentiated through a clear colour palette and ingredient illustrations. &lsquowe created a branding system that can standalone for each product to fit into&rsquo, says taylor. &lsquowe shifted the core identity away from ingredient illustrations, which have become quite a generic way of communicating the flavour to create the idea of a kitchen that uses fresh ingredients every day.&rsquo the new packaging designs are used across the entire range, and launch in supermarkets today. Httpwww.designweek.co.uknewsbrandopusredesignnewcoventgardensouppackaging30…
ds can be viewed on the cocacola site. The campaign also includes digital, outofhome and instore components in a twitter promotion in july, diet coke designed minifridges stocked with diet coke that were delivered to the brand&rsquos most loyal followers. The new logodesign is being featured in outofhome placements around the country. The brand has partnered with digital media company stylecaster to offer a free, 12page guide featuring fashion and beauty tips and trends for men and women.
The piece will be available in the soft drink aisle of major retailers this fall. Exclusive editorial content from stylecaster trend experts is also be featured on diet coke&rsquos facebook page and stylecaster.comdietcoke. Through partnerships, diet coke will feature special offers for fashion accessories, giftswithpurchase and sweepstakes at retail and online.
At retail, the offers will be featured in various grocery, drug and mass merchandise chains. Consumers can redeem loyalty points at mycokerewards.com for limitededition diet cokebranded merchandise such as umbrellas, bags and pens featuring the new logo. Httpwww.mediapost.compublicationsarticle180989dietcokerollsoutnewpackagingc…
