Cartils has redesigned the Jolly Shandy brand for Carlsberg Hong Kong. The objective of the design was to communicate the right taste cues that clearly reflects some alcohol percentage while appealing to the core target audience.
"The solution was a radical change in look and feel," commented Alfonso Granati, Brand Consultant responsible for the project. "We aimed to attract a very demanding target audience increasing the level of taste expectation while retaining a good amount of dynamism. The only brand equity we wanted to keep was the logo, a unique feature in charge of linking to the brand to its core. It was 'key' to also leverage good variant navigation through the use of special colours which could attract the consumers."
The colors used for the flavors balance the innovative design while respecting the soft and smooth taste of the Shandy as a category. The Golden Kiwi and Lychee flavors were also developed. Another interesting aspect was the special attention that was dedicated to the development of a unique background illustration to communicate the concept of polyhedrism through the idea of the "kaleidoscope."