Vimto
Task Vimto is an iconic brand within the UK soft drinks market and has been enjoyed by generations. To capitalise on the growing trend of cherry as a flavour, the task was to create a design that was obviously part of the Vimto range yet had enough differences so there was sufficient differentiation at point of sale.
Solution Following a thorough review of the UK retail market including the investigation of how cherry as a flavour had been introduced to other brands a visual strategy was proposed.
A selection of routes from evolution to revolution was investigated to see how far the cherry communication could be developed. The recommendation was to develop from the core parent design with colour changes and the introduction of cherry illustrations to reflect the flavour profile but to make this new variant obviously part of the Vimto range.
The product will be available across a number of formats with the cans expected to be the key sales driver.