Shasta Needed a New Look to Appear Higher in Quality
Jamie Danielle Munro — May 8, 2014 — Marketing
References: behance.net & packageinspiration
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.
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.
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