Shasta is a soft drink that's been around for quite sometime, and in a recent study group the company realized that many people saw the branding as giving off an air of lower quality. To combat this, Shasta hired Chen Huei Tai to give the brand a more upscale look, even though the drink is extremely affordable.
To get across the image of drinking a fresh beverage, Chen Huei Tai used blue mountains as the backdrop for the can, along with a sun peaking out. Since the company is based in California, this also symbolizes where the Shasta drink is made. The name is then printed across in big bolded lettering, giving each flavor an authoritative look. At the very bottom the exact flavor of the drink has been placed in a color that reflects the taste.
Upscaled Soda Branding
Shasta Needed a New Look to Appear Higher in Quality
Trend Themes
1. Upgraded-brand-image - Opportunity to rebrand and upgrade the image of existing products to appeal to a higher-end market segment.
2. Symbolic-geographical-representation - Utilizing symbolic geographical elements in branding to establish a sense of origin and authenticity.
3. Flavor-focused-packaging - Enhancing packaging design by emphasizing the flavor and creating a visual connection with the taste experience.
Industry Implications
1. Beverage - Beverage industry can leverage upgraded branding strategies and symbolic representations to resonate with consumer preferences.
2. Food and Beverage Packaging - Opportunity to innovate in packaging design, focusing on flavor communication and creating a visual connection with the product.
3. Graphic Design - Graphic design industry can explore opportunities to create impactful visual representations of brand identity, emphasizing geographic and flavor elements.