VIA Instant Beverages Rebrand
PACKAGE DESIGN SYSTEM | BRAND IDENTITY REFRESH | CONCEPT DEVELOPMENT | CREATIVE DIRECTION
The design challenge was to unify the VIA product line and reposition VIA as the most premium instant coffee. My redesign of the VIA line-up was selected from among several others.
In consumer testing my concept for the VIA Instant brand and packaging redesign garnered 15-27% unit growth for the business and increased purchase interest. Improvements were demonstrated among all attributes evaluated. These consumer insights revealed the importance of connecting with instant coffee consumers who prefer the convenience and price of instant coffee.
One challenge was to increase consumer awareness of the brand. On current VIA packaging the sub-brands each had their own visual language, which increased consumer confusion and diluted the brand. To resolves these issues we isolated the wordmark from the brown tab device and incorporated "Instant" into the lockup.
Bold typography and a consistent visual experience unifies the entire VIA Instant lineup. A warm, bright background increases shelf presence, and color-blocking on the sides of the package improves shopability by sub-category. This creates a clean, ownable look that is more easily seen from a distance in both CPG and retail environments.
Playful watercolor illustrations provide a human touch and a flexible way to highlight both flavor cues and roast profiles. My hand-painted illustrations were used as reference for the package illustrations, providing a clear guidance for illustration style. Bold photography captures the at-home experience and beverage variety in a consistent manner. This photoshoot was a delight to art direct, requiring a keen eye for detail to subtly differentiate the unique qualities of each beverage.
Before and After: VIA Instant Coffee
Before and After: VIA Latte
Front and Back: VIA Instant Redesign
