Castle Lite approached us to pitch to redesign their packaging and position the brand as the catalyst that, unlocks extraordinary enjoyment, with distinctive design that owns Cold and Premium.
Our solution used the colour of the bottle by creating negative transparent spaces in the design. The Castle barrel holding shape was evolved, and the ribbon graphic was simplified and refined. The barley illustration was also crafted to be more simple and modern, and a textured finish has been applied to the body label to align to the brands premium positioning.
What the look says
The refined design references ‘colder’ cues with the combination of gloss, matt metallic foils and inks. We stripped down the design to the bare essentials, deconstructing the elements to refine the design into a more streamlined and premium look.
The neck label evolved from a foil band that went over the crown to a metalised foil match PSL, creating the illusion of a foiled neck label.
The crown now incorporates the new shard design element to cue extra cold refreshment. The Snowcastle increased in-size to occupy more of the crown real estate.
The same design principles applied to the 500ml can. The ice shards have been made prominent to emphasise the Extra Cold Refreshment. It uses a combination of matt and gloss surface finishes. The matt surface enhances the premium feel and emphasises the key communication objective of extra cold.
Old vs new
The research findings informed the design and placement of elements on secondary packaging. The design has been adjusted to amplify key messages, brand assets and subconscious brand recognition, and to enhance shopping experience.
The research findings informed the design and placement of elements on secondary packaging. The design was adjusted to amplify key messages, brand assets and subconscious brand recognition, and to enhance shopping experience.