Beverage packages draw inspiration from pop culture

Pittsburgh Brewing Co. adds Pittsburgh-Pirates-themed can, Coca-Cola adds most popular millennial names to labels

August 15, 2014

Summer inspirations

Long Island Iced Tea and Tigre Creative Inc. collaborated to develop a new brand identity and design for the ready-to-drink iced tea brand. “We set the creative direction by establishing the new brandmark and packaging,” said Tammy Vaserstein, creative and principal for Tigre, in a statement. “By capitalizing on the enticing image of summer fun and providing a bold, new image for the brand, it now stands out in a crowded category.” The new brandmark features a dark green square with white typography with rough edges in a sans-serif font. The green color is the only element remaining from the previous packaging, according to Philip Thomas, chief executive officer of Long Island Iced Tea. The label also contains fresh fruit imagery and color-coded flavor banding. “The new design reflects a warmth and familiarity tied to summer weekends,” Thomas said in a statement. “The clapboard siding that serves as the background suggests a beach home or boardwalk; the logo reflects a worn sign you might find marking a charming bed-and-breakfast in Sag Harbor.”


Jolly good packaging

To help cheer on the Pittsburgh Pirates this season, Pittsburgh Brewing Co. added its third and final Collector Series Beer Can: “Raise the Jolly Roger.” The “Raise the Jolly Roger” I.C. Light can is sold alongside “Vintage P” and “Heritage 1887” I.C. Light cans to complete the beer can collection. The Pirates-themed cans are available throughout the season in 12-, 24- and 30-packs. Earlier this summer and as part of the can promotion, Pittsburgh Brewing launched its 95 Days of Summer campaign, which features codes on each of its 30-packs of Pirates-branded cans, giving  consumers the chance to  win 95 prizes in 95 days through Aug. 21. Prizes include getaways to Seven Springs Mountain Resort; a bus trip to Washington, D.C., to watch the Pirates play the Washington Nationals; Pittsburgh Pirates Prize Packs; and more.


Sleek energy

Aquarena Beverage released its Fuga Life energy drink in 12-ounce Sleek cans from Rexam. Reformulated to remove artificial ingredients, Fuga Life is available in Original and Sugar-Free varieties. Aquarena chose the Rexam Sleek can to provide the ideal size to deliver a healthy energy boost but also for its slim shape that makes it easier to hold and to grab consumers’ attention, the companies say. “This is the ideal packaging choice, because it stands out on store shelves with the best in colorful, reflective graphics while also delivering superior recycling, filling, distribution and retail display economics,” said Rich Grimley, president and chief executive officer of Rexam BCNA, in a statement.


Sharing is caring

As part of its summer campaign “Share a Coke,” The Coca-Cola Co. personalized the experience by swapping out its logo on 20-ounce bottles for 250 of the nation’s most popular names among teens and millennials. Available on Coca-Cola, Diet Coke and Coke Zero products, the campaign invites consumers to find names of their family and friends or people they want to know better and share a Coke with them. “Coca-Cola has been bringing people together for 128 years to create moments of happiness,” said Stuart Kronauge, senior vice president of sparkling brands for Coca-Cola North America, in a statement. “Moments of happiness can define our lives. They can be grand or intimate, shared or personal, fleeting or even unassuming at times. We hope ‘Share a Coke’ creates occasions between people this summer where they can simply enjoy the moment.” The company also will feature group names like “Family” and “Friends” on 1.25- and 2-liter bottles, and 12-ounce cans will feature colloquial nicknames like “BFF,” “Star,” “Bestie,” “Legend,” “Grillmaster,” “Buddy” and “Wingman.”


Outlaw influences

With the assistance of Sasquatch Agency, Double V Distillery released new labels for its Colonel Cobb Moonshine and Colonel Cobb Apple Pie varieties. Finding inspiration in the Washington corn from which the spirit is distilled, Sasquatch included vintage cowboy-style typography and rough kraft paper to create a design reminiscent of the outlaw moonshine-running days, it says. Colonel Cobb Moonshine features a plain black kraft label, while Colonel Cobb Apple Pie boasts a rich red kraft label inspired by red Washington apples.


New story to tell

 In June, BV Coastal Estates introduced a new look that represents the increased quality of its wine as well as the brand’s heritage. The company developed a bold and sophisticated label that is fresh and modern yet projects a sense of heritage and craftsmanship, it says. Improvements include the texture of the paper and a simpler, cleaner design with strategic use of white space for a more modern feel to suggest a confident, rich and strong personality for BV Coastal Estates, the company adds. 

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Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

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