As the ready-to-drink tea category continues to grow, larger companies are attempting to squeeze into the market by reinventing and extending their current brands; both Coca-Cola and PepsiCo. have come out with new products to compete within the category. The rise in competition and consumer demand has also pushed existing RTD tea brands, like Snapple, to make drastic changes in the hopes of remaining a category leader.
Snapple recently debuted their new packaging, by CBX, but new doesn’t always mean better. While past Snapple designs have been minimal and straightforward, making the product easy to identify and understand, the re-design features a multitude of different elements that further clutter the small amount of real estate on the label.
Maybe we’re just die-hards for the previous label, or maybe the redesign just doesn’t work. Either way, here’s three new things that would have been better left untouched:
1. Logo: In addition to placing the logo at an angle, an illustrated sun has been added to lock-up the “All Natural” call-out. It’s possible that the logic behind this design decision was that it added personality and redefined the idea of the sun in conjunction with tea but we’re still not sold on the execution. The old logo manages to convey the idea of the sun through a series of rays located behind the original, straight-forward logo, which, in this case, is the more effective design element of the two.
2. Call-Outs: The old PDP utilized a single call-out to convey a specific product attribute. The redesign added an additional call-out that includes their tagline, “The BEST stuff in the world”. With strategic advertising and marketing pursuits, consumers should already associate Snapple with “The BEST stuff in the world”, making it redundant to have on pack. Other design decisions involved locking up and arching the flavor call-out at the top of pack making, it more difficult to read than the previous label.
3. Communication: Brand personality is a small detail that, when done well, creates a lasting positive impression. While Snapple has always had a strong tone, they’ve included small phrases near the ingredient photography that attempt to reinforce their personality. Unfortunately, the phrases are unoriginal and don’t provoke any sort of feeling for Snapple or the consumer. They’ve also chosen to use an entirely new typeface to introduce the new verbiage that competes with current brand assets.
While we appreciate Snapple’s attempt to stay competitive in the RTD tea category, it may not have been the best way to allocate resources. The original bottle’s success was due in large part to its simplicity and clear communication, something the redesign, unfortunately, lacks.
Source: Under Consideration