Design: The Creative Method
Project Type: Produced
Client: Coca-Cola Amatil
Product Launch Location: Australia
Packaging Contents: Beer
Packaging Substrate / Materials: Glass and paper
Printing Process: Offset
Coca-Cola Amatil was at a crossroads with the Yenda Beer brand as the craft market exploded, leading to the brand getting lost on shelf. We were engaged to revolutionise the brand and drive more of a mainstream craft positioning. The packaging needed to work hard and jump out on shelf while also establishing a number of visual assets that could be used over various touch points moving forward.
Designing simple, bold and unique labels with strong distinctive visual assets is extremely difficult. The label itself was created as a differentiating asset. We wanted to create visual disruption with the logo punching out of the main label area.
The revised Yenda logo takes its reference from older more traditional label shapes. The creation of the large Y as a core visual asset on the label strongly reflects the brand name but also ensures that the brand is easily seen and identified from a distance. The colour of the Y changes out per variant making it a strong device for wraps, shippers and bar taps alike.