Spindrift, the US brand of sparkling beverages made with squeezed fruit, has unveiled a new packaging design to convey the core message of real ingredients.
Spindrift’s new design shows consumers exactly what makes them different – the real fruit content in every beverage – while the visuals on the new labels put fruit at the forefront of the pack.
The design features beautifully rendered watercolours against a pure white backdrop, and utilises the colours of the each of the freshly squeezed fruits inside for a simple and consistent message.
The new look will roll out to the brand’s retail and foodservice partners next month.
“Spindrift was founded six years ago, on one simple idea: take fresh juice, squeeze it and make the single best sparkling beverage possible,” said Bill Creelman, CEO and founder of Spindrift. “We were the first to directly challenge the market with fresh ingredients and with so much evolution in category, it is now more important than ever to communicate our unique use of real fruit in our package design.”
Chief marketing officer Strick Walker added: “The sparkling water space is full of confusing concoctions and devoid of ‘real’. People have 45 seconds to choose their beverage while looking at a wall of options, and we are excited to have such a simple proposition. The new design simplifies the process so that consumers can immediately understand what’s inside the package.”
Spindrift beverages are sold at Target and Trader Joe’s nationally as well as select Costco, Whole Foods and speciality grocery outlets.
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