The acclaimed Australian brand and design agencyDiDONATO is celebrating this week after receiving a Gold at the 2010 Australian Packaging Awards. Their entry, the Schweppes Brand Identity and Portfolio Range, was designed to unite the Schweppes brand and communicate one cohesive story across a vast collection of iconic products (over 100 SKU’s and 13 product formats).

Having worked with the brand over the past 8 years, DiDONATO recognised the opportunity to build an identity system and packaging range which told the Schweppes brand story at a more holistic master-brand level. The packaging solution was driven by the functional need for a more single-minded portfolio strategy and the emotional desire for Schweppes to shift consumer engagement from passive to active. The foundation of the creative strategy was anchored in leveraging the equity established in the enigmatic and sophisticated ‘Schweppervescence’ brand property, fusing archetypal storytelling with functional product differentiation.

The new Schweppes identity system brings to life a mythical story entrenched in mystery, sophistication and quality. Unique to Schweppes, this visual identity solution has inspired an optimised approach relevant for integration across packaging, point of sale and advertising.