SOLO Brand Redesign

Agency: JDO
Client: Ringnes
Location: UK & Norway
Project type: Commercial Work - See more at: http://www.packagingoftheworld.com/2015/03/solo-brand-redesign.html#sthash.iOYZqein.dpuf
Source: packagingoftheworld.com


JDO partners with Carlsberg owned Ringnes to redesign Solo

JDO Brand Design & Innovation has partnered with Carlsberg owned Ringnes, to redesign the Norwegian drinks brand Solo. The orange flavoured soft drink brand is owned by four breweries, of which Ringnes is the largest shareholder. The agency has worked with Ringnes on several recent re-design projects including the Imsdal Aktiv and Farris water brands.

Launched in 1934, Solo was the first national branded soft drink in Norway. Today, Solo is established as the original orange soda based on real fruit juice and a strong focus on great taste. All products contain a minimum of 8% fruit juice - an important competitive advantage in Norway. With a market share of over 50%, Solo is the leader within the orange soft drink sector and the fourth largest soft drink brand in the total market. It is one of Norway’s strongest and most iconic brands, having an especially strong association with the Easter season and a clear link to Norwegian culture and history.

The proposed introduction of a one-way PET bottle (superseding the returnable plastic and glass bottles) was the perfect opportunity to reinvigorate the brand and keep it relevant to its consumer base. JDO was briefed to develop a unique new design to communicate great taste from a classic Norwegian brand.

JDO created a new PET icon structure and range as part of the bigger brand portfolio review to rationalize supply chain cost and complexity and deliver added benefit to both consumers and the production process.

The resulting JDO design is showcased across unique shaped PET bottles, cans and shrinkwraps as well as three flavour variants. The design creates a strong, identifiable and distinctive ‘ski tip’ word marque that can be cropped and yet still be recognizable. Orange peel effect embossing reinforces refreshment cues while condensation graphic elements communicate freshness. Bespoke bottle caps are colour coded completing flavour variant cues.

The new structure technically pushes the PET format hard to deliver bottles that both embrace the much loved brand assets of the past whilst also being robust enough to handle the immense pressure of the carbonated product. JDO was able to use its specialist knowledge and understanding of component and line design to bridge the gap and translate between the vision and the technical challenges of bringing the project to life.

Paul Drake, JDO creative director said, “We took the best of the past and turned up the volume. Every aspect of the design has been considered to deliver a fresh and dynamic brand with increased modernity and a characterful edge, from the new identity and its lock up with the ski tip device through to the bottle structure. We wanted to deliver designs that were filled with character and enjoyment but also retained the necessary gravitas and were worthy of this well known, loved and iconic brand.”

Marianne Høy Erikstad, senior brand manager at Ringnes, added, “These new packs have united the Solo portfolio of products and will strengthen Solo’s position amongst Norwegian consumers. The design has enhanced the natural and great taste of orange fruit and has a perfect balance between the historic equities of Solo and a new modern look. The new design will be an important asset to strengthen the brand vision; the world’s best soft drink, at least from a Norwegian point of view!”

The packs are now being rolled out across Norway. - See more at: http://www.packagingoftheworld.com/2015/03/solo-brand-redesign.html#sthash.iOYZqein.dpuf

FRS Fruit Juice

Designed by Hybrid Design, United States. Source: packagingoftheworld.com

As the brand increased exposure and popularity, FRS wanted to bring new audiences into the brand who were looking for a healthy performance beverage with great taste.

Hybrid Design, San Francisco, amplified the flavor appeal by redesigning their core packaging to feel less like a supplement and more like a flavorful beverage. “We considered their top selling flavors as well as new additions to the line, and looked to visually represent the fruit juices in each flavor through the use of delicious imagery and bright colors” said Dora Drimalas, partner, Hybrid Design.

Six single serve 11.5 cans now feature bold fruit graphics and a color palette which evoke their natural fruit flavors and refreshing taste.

Coca-Cola 125th Anniversary Collectible Cans

Design by Peter Gregson
Peter Gregson designed a series of 6 different Coca-Cola cans for the celebration of Coca Cola’s 125th anniversary. We used old Coca-Cola ads and posters (from 1930’s, 1940’s) and implemented them in order to create the can that would remind of the Coca Cola’s longevity and, at the same, be something completely new.

Good Milk

Designed by StudioIN, Russia, Source: http://www.packagingoftheworld.com

Milk is a universal and indispensable product.
Going along with the modern tendency to popularize healthy lifestyles and recognizing the importance of environmental protection, we suggest that this product, serving all peoples well since times immemorial, should be super-popularly served in aluminum cans. Their advantages include light weight and strength, aesthetical appearance and compactness. Aluminum cans fully preserve the natural taste and quality of the product and are easily opened. Because of the new design of the packaging, milk may not be just served at home but also taken along anywhere.


Within the same concept, we also suggest a possible extension of the technology of the production of the Tetra Pak packaging. Our idea is using Congreve stamping in the production of regular milk cartons.

The design of the whole line is built on the contrast between the color of the logo with the predominant white, which, as we see it, goes just fine with the product. The soft pastel colors are either lighter or darker depending on fat content and may differ according to varying tastes. The appearance of the packaging will make this traditional product go well with the modern times and make a room for it among the popular beverages of the latest generations.

Because milk is so good for everyone and because of the radically new packaging, Goodmilk may now be called a super-drink.