What vibe are you choosing today?

What vibe are you choosing today?

Snack brands typically communicate through flavour. But they rarely say anything about the people who choose their products.

That’s how Dropz came to have four characters, each representing a different flavour: sweet, sour, spicy and BBQ.

Their colours, emotions, poses and personalities form a single visual system. It not only helps shoppers distinguish between flavours on the shelf but also encourages them to pick the one that best matches their mood at that moment.

Dropz is no longer just asking which flavour you want. It is also asking who you want to be today.

A redesign that became the beginning of a bigger world

Brain Tank has been working with Dropz since 2023, when the agency created the brand’s original identity. When the client updated its product range and flavours, the team was tasked with reimagining the packaging.

The characters can now extend beyond the pack, appearing across brand communications, short stories, stickers, POS materials, branded photo areas, merchandise and other touchpoints.

“We’ve been working with Dropz for a long time and have seen how the brand has evolved alongside its audience. When the flavours changed, we realised that simply updating the design wouldn’t be enough. We wanted to find an idea that would allow the brand to connect with young people on a more personal level. That’s how flavour became personality, and packaging became a way to choose your vibe”, says Andrii Franchuk, Creative Director at Brain Tank.