Full of passion, full of flavour.
Sumol
Real fizz, real presence
Originally launched in 1954 as the country’s first carbonated soft drink containing real fruit juice, Sumol is a true Portuguese national treasure with a growing international presence. In recent years, Sumol had previously overhauled its brand look to appeal to a much younger audience to increase relevance and tap into specific trends. We were briefed to modernise the brand’s iconic look and improve, clarify and strengthen the range’s flavour communication.
Our challenge was to retain relevance and attitude whilst evolving the brand and widening its scope. We did this by simplifying the design system, building ownable assets and solving the range navigation challenges.
Our challenge was to retain relevance and attitude whilst evolving the brand and widening its scope. We did this by simplifying the design system, building ownable assets and solving the range navigation challenges.
Brand redesign
Packaging
Brand book
Brand activation
Sustainability messaging
Limited editions
We wanted to strengthen Sumol's individuality and strong affinity with the creative spirit of Portuguese culture. We also sought to bring greater clarity to the flavour portfolio and helped modernise the design to feel more single-minded and appeal to the brand's core target market.
Adam Wilford
Creative Director, BrandMe
Approach.
A fresh approach.
A key part of the redesign was the development of the brand’s visual style. For continuity, we retained the bold ‘S’ motif behind the logo by introducing a new graphic fruit illustration style coupled with a graphic ‘cut’ to boost taste cues and flavour differentiation. This allowed for an evolution of the previous brand look, whilst becoming more ownable – with new visual brand assets to use across a range of media.
A large part of the redesign was the challenge of bringing the brand to life across multiple touchpoints beyond packaging. We created the brand book as a guide to the world of Sumol to capture the character of the brand. Along with a comprehensive set of technical guidelines, we ensured the brand look would be consistent, but with the flexibility to express its brand personality.
The new design is fresher and bolder, harnessing Sumol’s sense of freedom, proud individuality and its naturally refreshing qualities. The new packaging heroes the real fruit taste of the core varieties, bursting with fresh personality and contemporary style – just like the juices themselves.
A large part of the redesign was the challenge of bringing the brand to life across multiple touchpoints beyond packaging. We created the brand book as a guide to the world of Sumol to capture the character of the brand. Along with a comprehensive set of technical guidelines, we ensured the brand look would be consistent, but with the flexibility to express its brand personality.
The new design is fresher and bolder, harnessing Sumol’s sense of freedom, proud individuality and its naturally refreshing qualities. The new packaging heroes the real fruit taste of the core varieties, bursting with fresh personality and contemporary style – just like the juices themselves.
