Situation

Canfield’s, a Dr. Pepper Snapple Group product, approached us with a desire to completely re-vamp the image of their popular line of Seltzer Water products. With packaging that hadn’t been updated in almost 15 years, they were looking to give the products a more modern, up-to-date look and feel in order to capture a bigger piece of the market. But as a classic Chicagoland favorite, Canfield’s didn’t want to alienate their devoted customer base with this re-invention. The challenge was finding a way to freshen up their tired old look, while still incorporating some of the recognizable elements of the brand.

Solution

When creating the new look for Canfield’s, we wanted to add a fresh new twist to the brand, without straying too far from where they’d been. And to portray a very light, “refreshing” feel consistent across all 13 products. A bright, vibrant color palette was used to differentiate between the 5 different flavors, with eye-catching graphics that pop off the shelf. Custom typography and illustrations added to the modern new look, while use of the existing reflux blue and logo design of the original packaging kept the design true to the long-time brand. And the results are just sparkling with new life.