Lipton Design & Branding BRISK URBAN ARTIST SERIES by Safari Sundays & OZZ

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BRISK URBAN ARTIST SERIES

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Industry Soft Drinks
Media Design & Branding
Market United States
Agency Safari Sundays & OZZ
Associate Creative Director Katie Eaton
Creative Director Christopher Stern
Released April 2011

Credits & Description

Category: ii. Core FMCG
Advertiser: PEPSICO
Product/Service: LIPTON BRISK
Agency: SAFARI SUNDAYS
Creative Director: Christopher Stern (Safari Sundays)
Associate Creative Director: Katie Eaton (Safari Sundays)
Senior Art Director: Gina Fujita (Safari Sundays)
Media placement: Brisk Can - Grocery & DTS - 7 April 2011 - Present

Describe the brief from the client
Brisk tasked us with redesigning their single-serve packaging in a way that would increase sales of the brand’s existing flavours without any supporting media. Essentially, we had to make the can the hero.

Describe the challenges and key objectives
The key objective when designing Brisk’s packaging was to find urban artists whose styles could translate to the brand’s flavours, but those same artists needed to be credible enough to lend their street authenticity to the brand without being perceived as sell outs.

Describe how you arrived at the final design
We arrived at the key design by curating urban artists and, under our explicit creative direction, gave them a broad creative license to use Brisk’s cans as their canvasses.

Give some indication of how successful the outcome was in the market
After the launch of this series of can designs, Brisk’s sales volume skyrocketed over 50% and gained 4 additional share points over the previous year making Brisk yet another $1bn brand in the Pepsi portfolio.