Portuguese soft drinks company, Sumol+Compal, have relaunched their leading carbonated soft drink, Sumol, with international strategic branding agency, BrandMe. The new design brings a bold and iconic feature of the Sumol brandmark across all consumer touchpoints; designed to hero the unique fruit taste of the core varieties with a fresh personality and contemporary style.
BrandMe were briefed to update the branding of this Portuguese national treasure, the country’s first carbonated soft drink containing real fruit juice, first launched in 1954. The redesign aims to recruit and retain Sumol’s consumer base by rejuvenating the brand image, allowing the brand to stretch to seasonal limited editions.
The new design adopts a clean and geometric graphic architecture, emphasising the 54 degree angle that is synonymous with Sumol’s heritage of being refreshingly individual since 1954. The stripped back design harnesses the brand’s open-minded sense of freedom and its natural refreshing qualities.
Adam Wilford, Associate Creative Director at BrandMe said: “This was a sensitive design update as Sumol is one of Portugal’s most iconic brands. We wanted to strengthen Sumol’s individuality and strong affinity with the creative spirit of Portuguese culture. At the time, we needed to bring greater clarity to the flavour portfolio and help modernise the design to feel more single-minded and appeal to the brand’s core target market.”