We are so fortunate to be part of the leading powdered juice (and the market leader in non-dairy based powdered beverages!) journey to embrace a 'visual upgrade'. I am so delighted to share with you the resolved work for Tang (and now available in stores nationwide).
The revised pack may not be too far away from the brand's previous state, and I would say this isn't really a bad thing. I'd always say to clients, when transitioning market leaders - brands that are extremely so popular - let us be mindful of their individual statures are just so recognizable and well-engrained in their consumers' individual cultures. If we just reinvent them to the extent that we throw all visual equities out of the window, we'd end up with a totally different pack. One that is just outside consumers' expectations and end up alienating people (and delivering a disservice to the client and brand).
When seeking change: Don't just change for the SAKE of change itself.
The revised pack may not be too far away from the brand's previous state, and I would say this isn't really a bad thing. I'd always say to clients, when transitioning market leaders - brands that are extremely so popular - let us be mindful of their individual statures are just so recognizable and well-engrained in their consumers' individual cultures. If we just reinvent them to the extent that we throw all visual equities out of the window, we'd end up with a totally different pack. One that is just outside consumers' expectations and end up alienating people (and delivering a disservice to the client and brand).
When seeking change: Don't just change for the SAKE of change itself.
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