Snapple has emerged with a new look following a makeover from the company’s longstanding brand agency, New York City-based CBX. The company announced the “brand refresh” in a press release Wednesday, revealing that over twenty different flavors of Snapple’s regular and diet teas and juices will see a packaging redesign. The moves comes as part of the company’s efforts to deepen its presence across the United States as the ready-to-drink tea category continues to experience significant growth.
“Snapple has a strong following on both coasts and now it’s about reaching the center, so to speak, as it moves to boost household penetration throughout the country,” said Rick Barrack, CBX’s Chief Creative Officer.
You might not notice Snapple’s new face at first glance but its graphics have seen some tweaks. In an effort to “amplify the playfulness, wit and simple goodness” of the brand, its lettering has been updated while keeping the brand’s signature curled “S” intact. A new hand-drawn sun also now hangs above its logo. CBX also placed an emphasis on Snapple’s New York roots with a NYC skyline featured on its bottles.
“We want people across the country to share this excitement about the brand because, although it was born in New York, it’s truly made for everyone,” said Brent Chism, Snapple’s director of marketing.
Lastly, Snapple’s flavors will also now feature captions including “Life’s a Peach,” “Lemon Large,” “Takes 2 to Mango” and “Kiwi Meets Berry.” The new bottles are hitting store shelves now.
The company’s full press release can be found below:
NEW YORK, June 10, 2015 /PRNewswire/ — With new graphics that amplify the playfulness, wit and simple goodness of its brand, Snapple is moving beyond its traditional East and West Coast strongholds to ramp up growth in markets across the United States and globally. The comprehensive brand refresh was spearheaded by CBX, the brand agency and retail design consultancy.
“Snapple has a strong following on both coasts, and now it’s about reaching the center, so to speak, as it moves to boost household penetration throughout the country,” said Rick Barrack, Chief Creative Officer for CBX.
The brand refresh touches all Snapple products—more than 20 different flavors of regular and diet teas and juice drinks. The new design is hitting store shelves now.
With a campaign that includes a hand-drawn New Yorkskyline, the refresh emphasizes Snapple’s New Yorkroots. “New York consumers are some of our most passionate brand advocates—they absolutely love the great taste of Snapple—which is part of the reason our work with CBX included a strong focus on Snapple’s New York heritage. We want people all across the country to share this excitement about the brand because, although it was born in New York, it’s truly made for everyone,” said Brent Chism, Snapple Director of Marketing.
Satoru Wakeshima, CBX General Manager, added: “CBX has been responsible for Snapple’s visual identity and packaging for the past 10 years. That’s a great honor that comes with the responsibility of respecting the brand’s heritage, maintaining what makes Snapple different and continually evolving the brand to remain relevant in an ever-changing marketplace.”
The new Snapple logo includes a sun graphic in a hand-drawn style to provide the playful, natural character of the brand. The evolved logo also uses letterforms with a bit more movement and personality, yet maintains the curl of the iconic Snapple ‘S’.
Additionally, CBX created an Earth icon to embody “Made from the Best Stuff on Earth,” one of the brand’s long-lasting trademarked statements, dating back to its small Brooklyn storefront origins. “We wanted to make that statement more ownable,” Barrack said. “And we carried this element through to the top of the Snapple cap.”
The refresh included the use of flavor captions such as “Life’s a Peach,” “Lemon Large,” “Takes 2 to Mango” and “Kiwi Meets Berry.”
“The captions help establish a sense of delight in Snapple’s great flavors,” noted Wakeshima, “and unlike its competitors, Snapple doesn’t take itself too seriously. These visual and verbal elements of the refresh work together for a uniquely engaging experience and add to the brand’s approachability.”
Snapple, a brand of Dr Pepper Snapple Group, is a leader in great-tasting premium beverages. Founded in 1972 by three childhood friends, Snapple got its start in Greenwich Village, New York and is now available throughout the United States. Snapple prides itself on developing, producing and marketing a wide variety of premium beverages, including ready-to-drink iced teas, juice drinks, 100% juices and water. DPS is a leading producer of flavored beverages, marketing Snapple and 50-plus other brands across North Americaand the Caribbean. For more information, visit Snapple.com or DrPepperSnapple.com. For the brand’s latest news and updates, follow Snapple at Facebook.com/Snapple or Twitter.com/Snapple.
CBX specializes in creative marketing services including: branding, retail design, packaging, naming and promotional programming. The company, with its current staff of more than 160 employees, was founded in 2003 and has a client base that includes: Dr Pepper Snapple Group, General Mills, Kimberly-Clark, Big Heart Pet Brands, A&P, Pathmark, Saks Fifth Avenue, Lord & Taylor, Shinsegae, Walgreens and Wawa. In addition to its New York City Headquarters, CBX has offices in Minneapolis, San Francisco and Austin.www.cbx.com