It all started with a request, "We need more 'smack'." That was the basic need of the executive team at Cheerwine, but a hard design challenge to resolve. Based on existing design elements, with a redesigned substrate and layout, the result was exciting, modern, effervescent packaging for their "throwback," glass bottle 4-pack, 6-pack and 24-pack cases.
Agency: Girvin Inc.
Designer: Michael Kenney
DRAW IT OUT
Every design project that I embark on begins with sketching potential design solutions. Packaging design is an especially difficult challenge and requires spatial awareness of how flat packaging comes together in 3 dimensions. With cardboard packaging there are also printing limitations regarding color selection and gradation that must be taken into consideration from the initial concept stage.
ITERATING ON A THEME
Through several rounds of iteration, I was able to hone in on the what the team at Cheerwine was hoping to see out of the new packaging design. Based on the actual dielines for the packages they are using for production, I created over 10 different variations over the course of three rounds of design feedback with the executive team at Cheerwine.
THE FINAL RESULT
Ultimately, the team at Cheerwine chose the packaging design that incorporated a bubbly theme and a fat logo on the side. This modern interpretation won the 2011 marketing Awards for the best packaging design and has been thoroughly embraced by the tight-knit Cheerwine community.