This book by JGA Corp. is a virtual catalog of ideas for inspired retail design. It features work that is international in scope in innovative in content. These 1,000 touchpoints of brand identity include ...
Evolution or Revolution—Snapple's Redesign
The Dr. Pepper Snapple Group recently updated Snapple's bottles and labels. They changed the logo, the information hierarchy, and designed a new taller bottle without the signature textures. In your opinion, is this an evolution or a revolution? Where is the company trying to take the brand?
Rob Wallace, partner, Wallace Church Inc., New York, NY
It is clear that this evolution of the once kitch Snapple identity is trying to move the board toward a more natural, fresh, and wellness positioning. Everything from the cleaner layout, the sunburst background, the more contemporary type, the fruit illustrations and textured backgrounds and the real tealeaves violator speak to this goal and its complementing "better stuff" brand messaging. Does it work? Will it move the business? Sure, we are all "wellness obsessed" these days, but now the brand now must compete in the over-cluttered juice and natural beverage category where Snapple has less credibility. And this new identity uses all of the expected design techniques that this category has already beaten to death. Personally, I miss the gritty Snapple attitude. There might well have been a way to communicate the brand's new All-Natural benefits while still retaining the brand's unique, nonconformist, playful personality.
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