Evervess Soda is a legacy brand with nearly 80 years of heritage. In preparation for its unified launch in China, we modernized the visual identity for the nuances of this very important market.
Throughout its history Evervess has been marketed with various levels of support and resources in regional markets throughout the world. In the mainland of China that meant the brand wasn’t known very well. It has been imported from both Malaysia and Hong Kong. So, there was a confused, incoherent brand presence represented by identities that didn’t communicate directly to Chinese people.
This brand restaging opportunity was coupled by some very intelligent business insights. Evervess represents a product category that is seeing a huge uptick in the Chinese market. The brand has bright, carbonated sodas and tonics that can be mixed in cocktails or enjoyed on their own for some fizzy refreshment. Upscale premium mixers and sugar-free soda waters are rapidly becoming two hallmarks of the Chinese upwardly mobile. To frame this all within design thinking, our opportunity for the identity was to position Evervess as an aspirational lifestyle brand.
After careful analysis of the historic, cross-cultural brand assets, we started eliminating everything that was ornate and unnecessary. The historic branding had a heaviness that spoke to indulgence, but we wanted to clearly communicate the light and fizzy refreshment of the product line. After cleansing the palate of the packaging, we added a minimal black and teal graphic element. A fountain. A symbol of energy, refreshment and renewal. An uplifting element designed to cue lightness and the product’s gentle fizz. All understated on a clean aluminum canvas, so the product jumps off the shelf and looks super premium in a consumer’s hand.
The best design is design you don’t notice. Now that we’ve launched Evervess throughout the market of China’s mainland, people feel like it’s been here the whole time.