Case study · Food & Beverage
Reed's
Can, bottle, pouch and carton refresh for a national ginger beer brand, across the full line.
The problem
The line had grown to bottles, cans, shots, candy and a mule, and each format had drifted.
The insight
The sunset badge was the equity worth keeping. Everything around it could flex.
Design intent
The badge anchors every SKU. Each strength owns one color band, from bottle to can to carton.
The outcome
One system across five formats, in more than 45,000 outlets.
The brief
One badge, every format.
Reed's sells in more than 45,000 outlets nationwide, from natural grocers to club stores. The line had grown to bottles, cans, zero sugar versions, wellness shots, ginger candy and an alcoholic mule, and each format had drifted. Every SKU had to read as Reed's at a glance, while each variant stayed easy to find.
Each strength owns a color band. Zero sugar flips to a white can, so shoppers spot it instantly.
The approach
A variant system built around the sunset badge.
I kept the sunset badge as the anchor and built the system around it. Each strength carries its color band from bottle to can to carton. The same rules stretched to cartons, PDQ trays and the Craft Ginger Mule, without a redesign.
4 pack bottle carriers. The strength color wraps the base.
The same rules on the can carton.
Craft Ginger Mule, regular and zero sugar.
Zero Sugar Classic Mule. The badge holds even on a black can.
Beyond the bottle
Shots, candy and displays.
The badge carried into 2 oz wellness shots, a 12 count shot PDQ, ginger chews and crystallized ginger. New categories, same brand on shelf.
Wellness shots and the 12 count PDQ.
Ginger chews and crystallized ginger.
In market
Out of the studio and into the glass.
The real test is the cooler and the bar. The badge and the color bands read the same in a lifestyle shot as they do on a dieline.
In market.
Production
Built for press.
Print ready mechanicals and dielines for every format, coordinated directly with the label and can manufacturers. Pantone and CMYK held consistent across substrates.
2.5 oz PETG shot label press sheet.
12 oz can dieline, Zero Sugar Extra.
The outcome
One system, five formats
45,000+
outlets nationwide
5
formats on one system
1
badge across every SKU
Source · Plunkett Research
Launching a beverage?
One senior designer from first sketch to press,
on retainer or by the project.