Cultivating brand potential


The rise of drink critters

Posted by: Jo Briton

Categories: Branding, Packaging,

Wed, 28 May 2014

Two well-known drinks brands recently launched new packaging and introduced a new brand character.

Drinks brand Vimto has launched new-look packaging and introducing a new ‘Vimtoad’ brand character, created by Aardman Animations.

Whilst Panda soft drinks has invested in a new Melvin panda character and clean, contemporary branding and packaging.

The Vimtoad is described as ‘a cheeky Northern toad’ and will feature in campaign work created by consultancy Driven, which will launch next month. The new packaging has been designed by Springetts.

Vimto says the relaunch is aimed at boosting sales across its squash, carbonates and stills ranges. Vimto is also expanding its No Added Sugar range in a bid to attract health-conscious consumers.

The new packaging, which is also being introduced next month, aim to drive ‘trial and frequency of purchase’ according to Vimto.

The new designs emphasis Vimto’s fruit flavour ingredients and No Added Sugar variants. Vimto says the new packaging designs came top in trials with consumers and are ‘modern and contemporary’.

I like the difference in the images between squash and fizzy.

But for me, I’m more interested in the Panda soft drinks identity as I remember buying the 10p Panda pop on the way home from school.

Robot Food has designed the new packaging and were brought in to reposition Panda. Panda drinks have only been stocked in Asda for the past three years, but are relaunching in June in Tesco, Asda, Ocado and Booths.

Robot Food says one of the main aims of the project was to make customers aware that the drinks are no longer fizzy, and are made with no added sugar and only natural colours and flavourings. This was something I wasn’t aware from this repositioning would be a good thing as people are concerned with what goes into their food now.

The bottles use a cream backdrop to display Melvin, who ‘interacts’ with the fruit illustrations on the packs. Black typography is used for standout, with the branding looking to give a ‘textured’ feel.

Robot Food initially researched the brand’s target market of four to eight-year-old children, finding that eight-year-olds liked a look that was ‘quite edgy and not too cute’. And I think they have achieved this, the packaging looks fun and fresh.

Source: Design Week – Panda and Vimtoad