Re-designing the brand identity and packaging system
Cott Beverages is looking to redesign their brand identity and packaging design for Vintage Seltzer to appear more upscale without being perceived as over-priced. Vintage is in the lower end of the price range within an ever-competitive flavored beverage market and is looking to differentiate itself through a refreshed and bolder design.
The word, "vintage," is often associated to the culturally arcane and therefore the design required a modern, and even futuristic, gestalt. For this reason, I chose to create a logotype that not only looked "thin" (a nod to its zero-calorie product) but also felt technically refined, giving it a more futuristic look.
The bubble pattern echoes the product's effervescence but still looks controlled, as if these heavenly bodies were suddenly halted in space. Color is used as an integral part of the branding system to allow for easy identification of the preferred flavor while the metallic of the can shows through to ensure it still looks refreshing.
