Sunny Delight is a brand of beverages for children between ages 8 and 12 made by Schweppes Suntory España. The brand has become a category in its own class, with little direct competition but somewhat lacking in definition for families. Soft drinks made from fruit juices are associated with fun and flavoursome snacks, but too little is known about their nutritional value.
Challenge
Sunny Delight is a brand of beverages for children between ages 8 and 12 made by Schweppes Suntory España. The brand has become a category in its own class, with little direct competition but somewhat lacking in definition for families. Soft drinks made from fruit juices are associated with fun and flavoursome snacks, but too little is known about their nutritional value.
An iconic design that speaks to the whole family through fun and education
Strategy
Maintain existing recognition while creating a new brand identity and packaging to reposition Sunny Delight and gain greater prominence in the two target audiences: parents and their children. For the brand, we reworked the design on the basis of simplicity to convey proximity and a more powerful identity. For the packaging, we maximised the flavour with an expressive, refreshing and fun KV. We also added a powerful rational message to explain the product better: low-sugar, no preservatives or artificial colouring, and with five vitamins.
Results
The design represents a balance between the fun and educational aspects of the product, connecting more meaningfully with parents and their children. The Sunny Delight brand is recognisable and familiar. The packaging design creates a solid portfolio with a cross-cutting architecture that stands out on supermarket shelves. Every variety has its own presence differentiated by colour and fruit.
