Sound Sparkling Beverages Retro-Inspired Rebrand Gives Off The Right Vibe
by Rudy Sanchez on 03/09/2021 | 3 Minute Read
The economic disruption due to the pandemic created ripples across every sector. Some suffered more than others, notably in entertainment, hospitality, and foodservice. Restaurants having to close on-site dining bore the brunt of the impact, but less seen were the ancillary businesses relying on the same on-site dining, such as suppliers and purveyors. Sound, a sparkling beverage company, was one of those firms.
Primarily focused on the foodservice industry, Sound saw their monthly sales drop from 6 to 4 figures in March 2020 and were faced with shifting its business to e-commerce and retail. As part of the change, Sound refreshed the brand and the packaging to stand out in retail.
The previous packaging was attractive but restrained. Sound’s cans and labels have just enough color to stand out in a cafe cooler but perhaps too reserved to grab consumers’ attention in the crowded sparkling beverage space. The previous visual identity broke out a lot of the label space with stark and contrasting boxes with ingredient labels and graphics.
The new packaging, however, takes the mellow vibes of the old containers but lends it a groovy disco flair with undulating and rounded ribbons that found inspiration in sound waves. The copy gets nestled in the negative space, and they even managed to kick plastic out of the packaging equation by switching to glass bottles, making for a wholly uncluttered, sustainable affair.
Sound’s new visual identity is bold, a throwback, and has an energetic aesthetic that’s more in demand now than before. The rebrand also works well online, both in e-commerce and social media, critical channels now as the gradual reopening of indoor and on-site dining is only just beginning. Sound, just like the rest of us, will have to wait it out a bit more and adapt until the economy is back in full swing.
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