NEW YORK — Snapple is working to move beyond its traditional East Coast and West Coast strongholds and ramp up growth in markets across the United States and the rest of the world through a comprehensive brand refresh with brand agency and retail design consultancy CBX.
The brand refresh affects all Snapple products, which includes more than 20 flavors of regular and diet teas and juice drinks, and is arriving on store shelves now.
"Snapple has a strong following on both coasts, and now it's about reaching the center, so to speak, as it moves to boost household penetration throughout the country," stated CBX Chief Creative Officer Rick Barrack.
Snapple's new logo includes a sun graphic in a hand-drawn style designed to reflect the playful, natural character of the brand, according to the announcement. It also uses letterforms with more movement and personality, while maintaining the curl of the iconic Snapple "S'," CBX said.
The brand refresh campaign includes a hand-drawn New York skyline to emphasize Snapple's New York roots.
"New York consumers are some of our most passionate brand advocates — they absolutely love the great taste of Snapple — which is part of the reason our work with CBX included a strong focus on Snapple's New York heritage," said Brent Chism, director of marketing for Snapple. "We want people all across the country to share this excitement about the brand because, although it was born in New York, it's truly made for everyone."
Additionally, CBX created an Earth icon to embody Snapple's slogan "Made from the Best Stuff on Earth," and flavor captions include "Life's a Peach," "Lemon Large," "Takes 2 to Mango" and "Kiwi Meets Berry."
"The captions help establish a sense of delight in Snapple's great flavors, and unlike its competitors, Snapple doesn't take itself too seriously," said CBX General Manager Satoru Wakeshima. "These visual and verbal elements of the refresh work together for a uniquely engaging experience and add to the brand's approachability."