Percept create an energetic new brand in the iced tea category. The project involved naming, branding and packaging design for a variety of refreshing flavours.
Pans F&B approached Percept to create an exciting new brand for their iced tea range.
The brief was to develop the product naming for the new line and come up with creative branding and packaging design that is fun, adventurous and appealing to early adopters in a highly competitive beverage market.
From the selection Percept put forward, Azori was the name selected for the product range. It is a made up name that has a sense of being exotic, yet premium. It’s easy to pronounce, spell and remember which are key to a successful brand naming project.
The packaging design is fun and energetic. It is designed to stand out in display fridges and appeal to customers who are looking for refreshment on a warm summer’s day. The design takes into account the shape of the bottle and the possible skewing of the label when it is applied as a shrink-sleeve.
Meeting brief, the design feels ’cool’ and unique enough to capture the eye and generate interest. Appealing to innovators and a younger, adventurous market, the packaging design breaks out of the traditional FMCG design language, instead following the style of design that we sometimes see across the boutique beverage category.
The bright, fresh colours reflect the refreshing nature of the product and the quality of the beverage is evoked through pull-out claims, brand story, language and style.