Soft drinks brand Sumol has adopted a new visual identity from brand design agency Bluemarlin, as it continues to put into action its plans “to reach a wider audience and keep up to date with a younger generation of consumers”.
The redesign instils the brand with new energy and excitement, Bluemarlin said, and focuses on the drinks’ natural fruit content. “Explosive” graphical cues are sliced into the shape of an S – reinforcing the brand name – and accentuated by both kaleidoscopic imagery and new typography that reflects Lisbon’s popular street art scene.
The new look has been rolled out across the core range of Sumol variants in both standard and slimline cans, including tropical, passionfruit, pineapple, lemon and orange varieties. Sumol is made by Portuguese food and beverage manufacturer Sumol + Compal and is sold in Portugal and Angola.
Sumol + Compal head of strategic marketing Miguel Garcia said: “Sumol is a brand with deep roots, but an adventurous spirit. With this new identity, it will make a meaningful connection with the younger generation, thus helping it continue its iconic status.”
Bluemarlin executive creative director Ian Catling added: “This was a truly braver step for Sumol. The new identity takes the brand to the next level, ready to embrace its future. Driven by the idea ‘light up life’, the new look conveys optimism, embracing the moment, and being ready for anything.”
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