Louisiana Cane Root Beer | Branding, Packaging

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Challenge

To create a new packaging system that accomplishes product differentiation and reaches a wider audience.

Solution

The current packaging system is too strongly tied with Abita’s beer label; the best way to reach a larger target audience is to treat the root beer as a separate brand. The company is proud of the fact that their root beer is made of pure Louisiana cane sugar, and this is where the new name came from; "Louisiana Cane Root Beer." The type is treated to reflect a country feel. The graphics portray a barrel, to give the user the idea that they are drinking root beer fresh from the barrel. The rope handle is meant to give off the idea of being rough and handcrafted which are characteristics commonly associated with country lifestyle.

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