Sydney branding agency, Percept, create an energetic new brand of beverage in the iced tea category. This brand development project involved brand naming, creative branding and packaging design for a product range with a variety of refreshing flavours.
The brief was to develop the brand naming for the new product 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 of creative options that Percept presented for the brand naming stage, Azori was selected for the new product range. It is a made up brand 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 creative branding and 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 on this brand development project, 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.