To grab the attention of both lapsed and new users, SunnyD was in need of a brand overhaul. Their packaging was seen as too juvenile and outdated to appeal to a new audience. A new visual identity system was created, leveraging the boldly original brand persona and the legendary flavor taste profile to appeal to a core audience of “Sunny Seekers.”

Working closely with the structural design team, the rebranding was created in tandem with a new 64oz bottle design for a holistic redesign. Concepts were tested with consumers via iterative qualitative research to ensure marketplace success.

The bold, vibrant rebrand boosted sales and became a platform for the overall tone of the brand as they extended into new categories like sparkling juices and alcoholic RTDs.