DiDONATO Wins Gold for Schweppes Portfolio Range
DiDONATO is celebrating this week after receiving a Gold at the 2010 Australian Packaging Awards. Their entry, the Schweppes Brand Identity and Portfolio Range, was designed to unite the Schweppes brand and communicate one cohesive story across a vast collection of iconic products (over 100 SKU’s and 13 product formats).
Darryn Wallace, the Marketing Director of Schweppes Australia, said: “The Schweppes brand is a wonderful and powerful consumer brand. Established in 1783 it has developed a rich history and amazing consumer depth, which has allowed it to evolved over time to be an iconic brand in this country. Therefore the ability to evolve the visual identity of Schweppes to ensure it remained contemporize, modern and highly appealing to the young adults of today was an extremely ambitious and rewarding project. We are incredibly excited by the final result and believe the new visual identity of Schweppes is both sympathetic to its past history and heritage and also reflects the modern , contemporary and premium nature of this iconic brand.”
Having worked with the brand over the past 8 years, DiDONATO recognised the opportunity to build an identity system and packaging range which told the Schweppes brand story at a more holistic master-brand level. The packaging solution was driven by the functional need for a more single-minded portfolio strategy and the emotional desire for Schweppes to shift consumer engagement from passive to active. The foundation of the creative strategy was anchored in leveraging the equity established in the enigmatic and sophisticated ‘Schweppervescence’ brand property, fusing archetypal storytelling with functional product differentiation.
Tony Di Donato, the Managing Director of DiDONATO said: “We are thrilled to have received this award together with Schweppes. This is a wonderful acknowledgement of our long-term partnership and our personal commitment to the power of identity in solving business challenges. Great work comes from great clients.”