Shasta branded sodas have been an American beverage mainstay for decades, with a loyal consumer base who go to extensive lengths to find their favored beverage. A brand identity design uplift was recently executed to bolster Shasta’s market share by luring competitor’s loyal consumers of flavored sodas, to no avail. Shasta found in focus groups that (non-Shasta-user) consumer perceptions of the brand was negative. Common consumer feedback included statements that the brand looked “poor or low quality” & “pedestrian.” Shasta wants to overcome that perception by redesigning their new identity & packaging design, to appear more upscale, while not being perceived as over-priced. Shasta is in the lower end of the price range with-in an ever competitive flavored soda beverage market.
Designed by: Chen Huei Tai, USA.
 
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