Iconic soft drink, Lemon & Paeroa (L&P), has been revitalised by brand design specialists, Dow Design. The contemporary makeover aims to make the ‘World Famous in New Zealand’ brand fresh.
L&P remains an enduring and much loved favourite with Kiwis – its Facebook page has over 184,000 likes and a recent Reader’s Digest survey lists L&P the seventh most trusted brand in New Zealand, though nostalgia for the brand was beginning to outstrip its appeal as a thirst quencher.
To update the brand’s image, Dow Design was asked to put the verve back into L&P’s packaging design that especially connects with today’s younger generation.
Dow’s brief was to leave the brand clearly recognisable to its consumers as the L&P ‘they know and love’. As a result, the rebranding holds on to the brand’s iconic elements, while creating a stronger focus on L&P’s unique taste and refreshment promise.
Dow’s brief also included delivering stronger shelf impact, to provide overall greater stand out. “While maintaining all the vital historical elements, the revitalised brand design gives L&P more impact in-store,” says Dow Design Account Director, Stephanie Perrett. “It has gone from retro brown to fresh, bright and bold to appeal to Kiwi youth.”
Stephanie explains that though L&P is a well-loved brand with a long history and tradition, it had of late become less relevant to younger consumers. “Sales were simply not matching the amazing affection and loyalty the brand enjoys.”
“When working with such an iconic brand that has been around for over 100 years, one of the challenges is finding the right balance,” says Coca Cola Amatil’s, Leigh Moss. “As consumers are very fond of L&P, they are more resistant to change, so we had to ensure that the update wasn’t too radical and still retained familiar elements.”
Established in 1993 by Annie Dow, Dow Design creates brands that people love and connect with. They are known for bridging the gap between cutting edge design and commercial sense.