Luke's adverstising class: Addressing the issues of Schweppes and sumertime

Here we go, probably one of the hardest thing to do considering the sheer amount of design work that has gone into the brand but after a bit of searching around I've come to the conclusion that I could definitely get away with designing a few things to address the issues I bought up with the design in the previous post about the Schweppes summer time bottles going all the way down to the bottle itself.

On closer inspection of the cons of the bottle design it has occurred to me that the main highlight of the conflicting designs of fifties and late eighties is a flaw that goes all the way down to it's fundamental roots. Schweppes has always sold itself as a traditional drink that will always be the traditional drink and it's angle they tried to pursue with a cheetah in a previous advertising campaign to varying degrees of success.

The vibrancy of the packaging has always been a positive strength of the brand that makes it stand out so the departure from that vibrancy with it's scratchy aesthetic doesn't serve to promote the brand from it's competitors that mostly stick to a single or duo tone colour to promote their brand (eg: the coca cola company).

Doing research through Deviant art has yielded some interesting designs that would instantly be more effective and eye catching while sticking with what the company is known for, such as this entry from the deviant artist exadorv, that catches the vibrancy and hue of the colours and gives a compelling summer themed advertisement.

So what is the angle I'm going for in my own redesign of the Schweppes bottle that I have scrutinized so heavily you may ask?

Simple:

Schweppes - Setting the tradition

By embracing the positive influences of it's design throughout the different time periods, re-create the bottle, with a new design scheme that propels them throughout the ages as being the tradition, as though everything to this point has lead to this design.

the next post will be research and sketching of bottles so stay tuned for more exciting* developments as they occur.

(* Exciting as far as this site is concerned or if you live in a giant grey cube+)

(+Not that there's anything wrong with that).