Design firm brings California cool to a legacy brand
“Orange is orange is orange is orange.” That was the challenge design firm CBX faced last year when it was tasked with giving the Sunkist soda brand a redesign. “Unlike the stalwarts of Coke and Pepsi, or even specific flavors like Dr Pepper … the three orange [soft-drink] players are perceived as similar,” says Satoru Wakeshima, general manager at New York-based CBX.
CBX had to take its client Dr Pepper Snapple Group’s venerable Sunkist brand and elevate it above all other orange sodas. In order to do that, says Wakeshima, “you need to give people a reason to believe.”
The brand’s heritage stems from the original Sunkist fruit growers. And a certain segment of the population still has a nostalgic fondness for that brand legacy. But that’s not whom the company was targeting.
“How can we make people fall in love with Sunkist again? How do we make it relevant to a younger audience?” says Wakeshima. “How can we get them to really feel like this is a brand that is relevant attitudinally?”
To help get inspired, CBX designers decked out their studio war room in California “beach chic.” Real sand was poured on the floors. Beach scenes and sunsets covered the windows. Beach balls, surfboards, beach chairs and towels were thrown across the tables. The result of all that method design is a bright, sunny, mouthwatering representation of the California sunshine. “There’s an appeal to that kind of California cool attitude that is laid-back, easygoing, but still has a lot of energy,” Wakeshima says. “That’s very, very relevant to a millennial market. The personality of the brand is radiant, driven and optimistic.”
Source: CSP, Issue: May June 2014 – Page 104