SIERRA MIST DIET AND REGULAR LEMON-LIME SODA PACKAGING by Goodby Silverstein & Partners, Goodby Silverstein & Partners San Francisco for Sierra Mist

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SIERRA MIST DIET AND REGULAR LEMON-LIME SODA PACKAGING

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Industry Non-alcoholic drinks, Water
Media Design & Branding
Market United States
Agency Goodby Silverstein & Partners
Art Director Mandi Lin
Designer Mandi Lin
Agency Goodby Silverstein & Partners San Francisco
Released January 2010

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: PEPSI
Product/Service: SODA
Agency: GOODBY SILVERSTEIN & PARTNERS
Date of First Appearance: Jan 30 2010 12:00AM
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Co-chairman, Partner: Jeff Goodby (Goodby, Silverstein & Partners)
Director of Design, Associate Partner: Keith Anderson (Goodby, Silverstein & Partners)
Art Director/Designer: Mandi Lin (Goodby, Silverstein & Partners)
Brand Strategy Director: Nicoletta de Denaro (Goodby, Silverstein & Partners)
Account Director: Tanin Blumberg (Goodby, Silverstein & Partners)
Account Manager: Logan Young (Goodby, Silverstein & Partners)
Assistant Account Manager: Lisl Schilperoort (Goodby, Silverstein & Partners)
Media placement: Sierra Mist Diet And Regular Packaging - Grocery Stores Throughout The Country - 30 January 2010

Describe the challenges and key objectives
Sierra Mist is the newest and least known of the three major lemon-lime sodas with a less-defined image and personality than its key competitors. We needed to create a label with all the required category mandatories: stylised fruit, refreshment cues, yellow and green palette, caffeine free reassurance, 100% natural flavours call out. But the final result also needed to be absolutely different and unique to give Sierra Mist a distinctive look on shelf.

Describe the brief from the client
We were asked to redesign the packaging of Sierra Mist so that everyone would understand it is a refreshing lemon-lime soda. At the same time we were asked to make it appealing to a more adult and design-aware audience – an audience that rejects the kiddy, punchy and cartoonish lemon-lime designs of 7Up and Sprite.

Describe how you arrived at the final design
We started off with a more complex tile-design repeating the different elements mandated in the brief and we progressively evolved to a simplified, softly balanced, elegantly rounded set of puzzle pieces. We ended up with an all-original artwork including playful, citrus coloured quadrants, refreshing effervescence and an updated logo treatment. This design was applied to all packs, formats and displays and adapted for the Sierra Mist Diet version.

Give some indication of how successful the outcome was in the market
The recently launched new packaging and logo has been well received by both the bottling system and consumers who appreciated its ‘clearly lemon-lime but unique look’ and described it as: “new and fresh yet retro,” “clear and crisp,” “fresh and modern.”