Inside The New V8 Packaging DesignSeptember 04, 2012 - by Kory Grushka
We were happy to be part of this new flavor exploration with our long standing friends at Campbell Soup Company. According to them, these new V8 varieties are the first new flavors since 2003!
They came to us for help and by the looks of it — we succeeded! New V8 Hint of Lime and V8 Hint of Black Pepper have hit the shelves. These new juice varieties offer twists to the savory taste of V8 100% vegetable juice to fulfill people’s growing desire for more bold flavors. With new tastes come new V8 packaging design!
Such a new venture took quite a bit of exploration. Due to the already established brand equity, our exploration for this design was a challenge. We had to stay within the already established guidelines but at the same time make these products stand out on shelf. With the help from our team, illustrators and marketing, we were able to come to the solution you see here. We introduced new colors, new bursts, and, of course, new illustrations to the mix.
The design is not only in line with V8’s existing brand identity, it also utilizes several growing trends. The flavor imagery attractively reveals the drinks’ ingredients in a bold and appetizing way, and the full bottle coverage allowed us to maximize the beverages’ branding opportunity.
We always love to feature our work, and we are especially proud of this one. Big thank you to Campbell’s for letting us tackle this project.