I believe that strategy and branding can change not only a company's image, but also its very way of thinking – making a business more conscious, stronger, and more connected to people. Alexander Magidson, founder of Brand Brothers
Tropical – exotic taste
The carbonated beverage market has long been stuck in the classics—cola, lemonade, tarragon, citrus. Almost all brands play on nostalgia, making it difficult to stand out on crowded shelves. Meanwhile, a younger audience—millennials and zoomers—is actively seeking new taste experiences and open experimentation. Exotic combinations are driving growth in the category. Niagara decided to respond to this trend by releasing a line of drinks with unconventional flavors. Our goal was to develop vibrant labels that immediately convey the "newness," taste, and summery character of the line.
Дизайн упаковки, Дизайн этикетки
2020
IDEA. The line's essence is exoticism as an emotion. We built the design around bright accents and a tropical visual code. The focus is not on traditional soda, but on a "tasty discovery": unusual fruit duets, a rich color palette, and dynamism. Key solutions:
- fruit duets at the center of the composition – a direct, honest promise of taste;
- tropical pop-style graphics – rich, energetic, and visually distinct from the category's classics;
- a unified conceptual umbrella – each label is independent, but the series is easily read as a whole;
- color navigation – each flavor has its own signature shade, noticeable from a distance.
