Package Design | packagedesignmag.com

By Ron Romanik

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. We asked a panel of our experts two leading questions: 1) Is this an evolution or a revolution?; 2) Where is the company trying to take the brand? Below are the results.

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Norma Kwan-Waski
managing partner, John Waski Design llc, Westport, CT
In my opinion, the Snapple redesign is an evolution and definitely not a revolution. Based on their press release in regards to this new look—"The Best Stuff on Earth Just Got Better." Snapple seems to be trying to take this brand into the "all natural/better for you" health food product segment. If indeed this is the case, then agreeably the redesign has been modified and cleaned up a bit as compared to their old design to address this selling point. The design does help to reinforce this point better than before by adding "All Natural" to the brand name, as well as highlighting the use of tea leaves. However, if Snapple was trying to look innovative in this category or to be the revolutionary brand, then this redesign does not have the dramatic change needed to achieve that goal. It carries the formula type use of graphic treatments and brand name modifications that falls into the expected evolution design range. Although they have created a taller bottle and have modified the textures on the structure, these are not drastic changes such as a new shape or closure that may reflect a more revolutionary look. To fall into the "revolution" look, this redesign may require a revisit in new graphics and delivery systems.