A product’s in-store packaging is the first physical touchpoint for any brand. It’s ability to visually differentiate itself from the other products on shelf while also communicating it’s ownable product benefits is the difference between it being seen, picked-up and considered, or passed over and ignored. Create a conceptual and visually engaging packaging system that stands out from the competition.
I wanted to embrace the bold southwestern patterns and vibrant color choices associated with Arizona drinks, while also creating a coherence within the design elements and branding across the company's many drink options.
I found an ownable way to make the Arizona brand stand out on shelf and stay true to the Arizona story. The system is a great update that allows the brand to stand out, feel more flavorful, but also have a consistent billboard effect on shelf.