Snapple launched in Long Island in the early 1970s, and while it would take nearly two decades for the brand to become a pop culture icon of the 1990s with its memorable “Snapple Lady” commercials, few would have imagined that they would someday get into the business of making boozy versions of their teas and lemonades.

Dubbed Snapple Spiked, the line of alcoholic Ready-to-Drink (RTD) beverages based on the popular fruit and juice line launched in 2016. While the drink has mostly maintained a younger audience, they knew they needed to make an appeal to Gen Z. So, the brand enlisted Wedge for a brand refresh.

Wedge tapped into Snapple’s history for inspiration. Diving into the brand’s heydays of the 90s, Wedge created a new brand identity for Snapple Spiked that is rooted in the spirit of the past but fresh enough to appeal to contemporary consumers.

“If we actually pulled a 1990s design into 2025, it would look old, dated, and maybe even weird. It’s more the sentiment from that time that resonates,” says Sarah Di Domenico, co-founder and creative director at Wedge. “We created a visual language that’s more free and fun, not overtly polished or minimal. In culture right now, we’re thirsty for more fun, more spirit, and more imperfection that goes against the sleek millennial grain.”

The new Snapple Spiked logo certainly looks more free-spirited, with updated typography evoking the brand’s 1990s look. “Snapple” and “Spiked” are brought together using the same type, instead of two very different fonts. A very 90s-00s wavy sun peeks out of the top of the revised wordmark, adding some fun to the update. The thicker and more rounded letterforms make the logo more approachable and casual.

“What makes Snapple Spiked’ retro is a tendency to go a little bit more maximalist in the details: the fruit, the texture, the angles, the density, the vibrancy,” Sarah says. “By contrast, the brand universe draws us into a contemporary focus through the style of photography, animation, color, and voice that resonates with today’s rhythm and culture as a whole.”

Updated illustrations of fruit and other brand elements also have a look that harkens back to the past, while marking a refreshing departure from the minimalist trends of recent years. Wedge opts for more slick than sleek to make Snapple Spiked stand out in the “hard” RTD space, and the refreshed labels prioritize the logo on the front.

“The original Snapple had so much personality, the version with the sayings or riddles under the cap. Our team watched old TV commercials, dug through fan Reddits, and researched ephemera online to discover the Internet’s memory of the brand’s visual language, tone, and spirit,” Di Domenico says. “The freedom to express, play, and delight in a colorful world was always a part of the brand DNA. The tea version of Snapple went in an ultra-modern direction. With Snapple Spiked, there was more permission to play and defy that language. The goal was to revive it by embracing Snapple’s original energy, albeit through a contemporary lens.”

In the 90s, Snapple wasn’t just a drink; it was a vibe. It was the beverage you grabbed when you wanted to be different—not just another cola drinker. Wedge successfully bottles that vibe with Snapple Spiked’s refresh, bringing a maximalist approach that captures the spirit of old-school Snapple and mixing that attitude into the contemporary spiked iteration of the beverage line.