Gunna Drinks, a London-based soft drink company, recently debuted its new packaging design that will help the cans "stand out on [the] shelf." The redesigned changed the packaging on all four flavors, including the Ginger Rebel, the Muscovite, the Pink Punk, and the Steelworks beverages.
The distinctive new cans include cartoon animals with hip, edgy accessories including ball caps, beanies, aviators, and bold glasses. These characters are atop vibrant backgrounds to create a striking aesthetic. The design was inspired by the edgy labeling present with many craft beers and the urge to create a more distinctive brand identity.
As seen with Gunna Drinks shift to create a unique and authentic brand identity that's aligned with its consumers' personas, we can expect to see other beverage companies making the leap to bolder packaging as well.
Funky Cartoon Beverage Redesigns
Gunna Drinks Unveiled Fresh Bold Packaging for Its Drinks
Trend Themes
1. Bolder Beverage Packaging - There is an opportunity for beverage companies to follow the lead of Gunna Drinks and introduce more striking and vibrant packaging that will capture consumers' attention and increase sales.
2. Edgy Labeling - As craft beer companies continue to gain popularity, there is a trend towards edgy and distinctive labeling which can also be applied to other beverage categories for a more distinctive and memorable brand identity.
3. Personality-driven Marketing - By aligning a brand identity with consumers' personas, companies like Gunna Drinks can create a deeper connection with their target audience through personality-driven marketing strategies.
Industry Implications
1. Beverage Industry - The beverage industry as a whole can benefit from embracing bolder packaging and carving out unique brand identities through innovative design elements.
2. Craft Beer Industry - The craft beer industry's emphasis on edgy and distinctive design elements can inspire other beverage categories, such as soft drinks, to take a similar approach to branding and marketing.
3. Marketing Industry - As more companies shift towards personality-driven marketing strategies, there is a growing need for marketing professionals who can develop and execute innovative campaigns that resonate with target audiences.