Originally designed to appeal to men, with a hand-crafted beer-brewing image, the company wanted to explore an entirely new “vibe” for the brand and product line that would be zero-calorie, and look contemporary, sleek and sophisticated – appealing to women as well as men. Instead of heavy glass bottles, the product would be packaged in thin-profile aluminum cans, adding to the new “thin and hip” image.
You can see what an amazing effect design has on a brand image by comparing the proposed brand and package design above to the existing bottles and carrier below:
