The task was to choose a well known South African brand that is targeted at the mass market and elevate its status … Read More
3rd year University project:
The task was to choose a well known South African brand that is targeted at the mass market and elevate its status by using premium cues.
Iron Brew (a popular South African soft drink) was chosen, as its branding and packaging seemed a bit out-dated and bland, in comparison to its competitors.
Since Iron Brew was first introduced to the market in 1975, I decided to keep its retro appeal, while still making it appropriate for today. Therefore, the theme "Modern Retro" was chosen. The color scheme is suggestive of the 70's, as well as the graphic language which is inspired by retro geometric wallpapers.
The rounded logotype is further suggestive of the 70's, and is inspired by the top of screws, to further suggest the idea of "iron". Read Less