This campaign is for the launch of VIBE - a new flavoured soda with a difference. Each flavour has their own beneficial ingredient, which means that you can have a guilty pleasure without the guilt. This is driver behind our tagline Soda with Extra Oomph and our primary headline Your Soda Friend with Benefits.

The key visuals use a maximal design scheme, built on the idea of fun and energy. It uses a font with imperfect human elements that matches a sans and script font for visual interest. Using ‘stickers’ to contain the liquid benefits was strategic for managing the sheer amount of visual information being conveyed.

The art direction focused on creating key visuals for each flavour to be used across social media and point of sale.

Along side these key visuals was storyboard for a series of TVC. We worked with the animation studio Cadre to build a beautiful and fun metaphor for the flavour of VIBE, using the can’s packaging coming alive.

Creative Team: Matt McKey, Rohan Lancaster & Molly Robertson.

External packaging design