The Didonato design agency introduced a new packaging for Schweppes Australia. With nearly 100 products in their portfolio, Schweppes owns a vast amount of graphic real estate in grocery, impulse and on-premise. However, its shelf presence has diminished as a result of the independent development of products and sub-ranges.

Understanding this, the challenge of this program for Didonato was to create something new – a bold and visually unified portfolio range which communicates the unique Schweppes’ story with a single voice.

Having worked with the brand over the past 7 years this was an exciting opportunity for Didonato to communicate a cohesive Schweppes story at a more holistic master-brand level. The packaging solution was driven by the functional need for a more single minded master-brand strategy and the emotional desire for Schweppes to shift consumer engagement from passive to active. Using primary visual signifiers as the creative strategy platform (colour and shape) the portfolio was designed to illustrate the uniqueness of Schweppervescence with single-mindedly focus on balancing the Archetypal narrative with the product function.

The new Schweppes identity system brings to life a mythical story entrenched in mystery, sophistication and quality. Unique to Schweppes, the visual metaphor of transformation was the creative platform which has inspired all identity applications from packaging right through to advertising.