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Just about everyone knows Jones Soda. I challenged myself with the task of re-branding them to appeal more to the modern consumer.
The rebrand should feel edgy, bright and be reminiscent to the old bottles with a modern twist.
Vibrant colors contrasting with black and white labels is signature to the Jones Soda brand.
Keeping the same color combinations, users already know and love, I introduced organic shapes that felt a lot more natural and appetizing.
One of the biggest changes I made was to the product itself. My demographic for this rebrand is millennials, and younger adults. In my research, I found that newer generations are way more health and environmentally conscious.
In order to match the consumer's new concerns, I changed the soda into a sparkling seltzer, and I made the switch from glass bottles to aluminum cans. Additionally, instead of having flavor names like bubble gum or fufu berry, we have pineapple, crushed melon, pink berry, and strawberry lime.
When creating the dyeline for variety pack boxes, I took several elements from the cans, such as, the organic shapes, colors, and fruit illustrations.
I added black strips on the front and back of the box which you can also find around the top of the cans.
The final box feels as dynamic and refreshing as the cans while also exploring it's own take on the new brand.
Jones vs competitors
Something I noticed about the seltzer aisle is that it is very vibrant and almost all of the boxes are bright solid colors. So I didn’t want to do that.
We know color is important to the Jones identity, but I saw an opportunity to use the black and white aspect of the brand to its advantage. Using a mostly white box would allow the Jones seltzers to pop against other seltzers on the shelves.
Jones Seltzer has a fresh new brand and product that appeals to the modern consumer.
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