- Brand Strategy
- Packaging
- Brand Guidelines
- Print & Production
Solo is an iconic Australian soft drink that has stood the test of time.
Re-discovering the man's drink
While Solo is still a much loved brand it had moved away from its roots as a man's drink. We worked with the Cadbury Schweppes team to develop a visual positioning strategy that brought the brands traditional values to life in a contemporary way.
A masculine new look
The new design was inspired by a man's chest. The intension was to dial up masculine credentials by using traditional elements like the branded roundel. The brand had become more bling over time and the colour palette was simplified to focus on the core iconic colours of black and yellow. The portfolio had also become inconsistent, so the new look was used to create a uniformed look and feel across the portfolio. The big idea of re-discovering 'a man's drink' was then taken into promotions, advertising and point of sale.
A strong sales result
Since the re-launch the brand has seen a 50% uplift in sales.
