UK - With Oxford Dry’s iced tea labelling lacking commercial edge, the UK brand owner went looking for a packaging design ‘fix’ that would help enhance the brand’s positioning.
Brand and packaging design agency Pure was brought in to maximise on-shelf impact and ease consumer navigation across bottle labels. The aim was to rework Oxford Dry’s original more complicated label design into a format that reflects its premium product positioning at the same time simplifying the communication of messages.
For David Rogers, founder and Creative Director of Pure, the Oxford Dry project is a reminder that brand essence must be in balance with consumer navigation: “The original label was quite beautiful but ultimately impractical, suffering from an overly fussy layout with fragmented communication and point sizing that didn’t work on shelf.
“Our approach shows true commercial design savvy, reducing the point size of the brand name ‘Oxford Dry’ but reversing it white out of red to retain its weight on label.
He explained, “This creates space to focus consumer attention on the product category and flavour variant, and gives a layered structure to how the label is read.
The message of ‘freshly brewed’ now sits underneath as a marketing pay-off. We enhanced the overall premium look and feel through better use of the brand’s modern, illustrative style, focusing on views of the countryside to make this a beverage you’d expect to find in an upmarket picnic hamper.”