Nutrisoda, a low-calorie, sugar-free beverage by Ardea Beverages, recently revamped its packaging design. Although the soda was contained in a “skinny” can, apparently the solid and colourful packaging made consumers think it was full of sugar! In other words, Nutrisoda’s visual identity did not accurately communicate the brand’s values or product features.

  Nutrisoda’s underperformance prompted Ardea to reevaluate all aspects of the product from its taste to its positioning. The major problem was found to be the packaging. In searching for a new design, about 50 versions were assessed, including colored as well as black and white designs. While colours and colourful dots made consumers think the soda was fattening, black also didn’t convey a diet message and white was too medicinal. When designs were shown to focus groups, researchers found that silver cans in a traditional 12-ounce size effectively convey the message of “diet soda”.

The experience of Nutrisoda illustrates a number of points. Firstly, packaging design is a crucial aspect of visual identity that must be carefully considered in relation to the brand values and message. Secondly, it is important for brands to do market research with their target markets to ensure their package design is perceived in the way it is intended to be. Although it is unfortunate that Nutrisoda hadn’t realized these points from the beginning, it appears that their new packaging design should appeal to their target market and communicate “sugar-free”.