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    SHASTA SODA RE-BRANDING. Class: Packaging Tech Pratt Comd 2014 Spring Professor T. Delaney Designed by Huei-Tai Chen
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SHASTA SODA RE-BRANDING.

Class: Packaging Tech
Pratt Comd 2014 Spring
Professor T. Delaney
Designed by Huei-Tai Chen
Here is the Design Brief For Class: 
(These all reference to conducted focus groups & their results are purely fictitious as part of a school project's design brief.)
Shasta branded sodas have been an American beverage mainstay for decades, with a loyal consumer base who
go to extensive lengths to find their favored beverage. A brand identity design uplift was recently executed to
bolster Shasta’s market share by luring competitor’s loyal consumers of flavored sodas, to no avail.
Shasta found in focus groups that (non-Shasta-user) consumer perceptions of the brand was negative.
Common consumer feedback included statements that the brand looked “poor or low quality” & “pedestrian.”
Shasta wants to overcome that perception by redesigning their new identity & packaging design, to appear
more upscale, while not being perceived as over-priced. Shasta is in the lower end of the price range with-in
an ever competitive flavored soda beverage market.