REDESIGNING AN ENERGY ICON
The UK’s favourite energy brand for over 90 years, Lucozade Energy, challenged us to bring coherence across its five flavour variants and create a contemporary packaging design.
We built a clear system that re-establishes the iconic status of the brand’s most recognised asset, the vertical logo, allowing future range extensions and limited edition designs.
An intricate shard pattern shines through a burst of colour that emanates out of the Lucozade arrow, while the vibrancy unifies the range. This enables on-shelf standout and enhances the taste and energy credentials that consumers know and love.
WE KNOW FROM RESEARCH THAT CONSUMERS REALLY LIKE OUR REFRESHED LUCOZADE ENERGY PACKS, WHICH THEY BELIEVE ARE MUCH MORE MODERN, AND THAT THIS EYE-CATCHING NEW DESIGN WILL DRIVE FURTHER INTEREST IN THE RANGE, WHICH IS ALREADY GROWING AT 32.7% YEAR ON YEAR”
Lucozade Energy Brand Manager, Lucozade Ribena Suntory UK
MAKING ZERO THE HERO
When the world zigs, zag. That was our motto when we collaborated with Lucozade on the launch of their new zero calories variant. In a busy category saturated with blues and silvers, we disrupted the norm with a dramatic purple design.
The new pack did more than stand out – it jumped off the shelf, achieving £35million of sales in the first 18 months. Our client was delighted: “the product launch smashed their sales objectives and is continuing to grow”.
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