Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Tampico graphics get some punch with redesign

A label refresh for juice drink maker Tampico’s product line solidifies its consumer base while appealing to a younger generation with a colorful, contemporary look and feel.

Tampico AFTER the label redesign
Tampico AFTER the label redesign

Tampico is a leading brand of juice drinks in the U.S. and countries around the world. But even market leaders need to step up their game now and again to remain relevant. In 2016, after 15 years without a change in its package graphics, Tampico saw an opportunity to make its offering more accessible to the consumers of today by bringing the brand up-to-date and leveraging a more contemporary look and feel.

Says Alysha Balog, Senior Designer at Equator Design, the firm responsible for the Tampico brand revamp, “Tampico saw the opportunity to maximize positioning with their consumer heartland while aiming to secure greater buy-in from a wider audience. The graphics, though splashy and colorful, needed to be more approachable, and the logo required a refresh.”

The target consumer was young, value-seeking moms and their families, but Equator also needed to keep in mind a secondary consumer, young adults, “as that market share continues to be strong and aligns well with Tampico’s growing assortment of single-serve bottles,” Balog explains.

Equator utilized its resources to gather data to help in the redesign. As Equator Senior Designer Josh Weigelt shares, the firm did an audit of the U.S. retail space, along with an audit of independent companies, stores, and product trends that influence the retail space. It then broke down the beverage/snack drivers and the graphic language of flavor and scent from all categories, followed by a deep dive into the competitive set.

In exploring the graphic language of color and flavor, Equator gleaned “how expressive brands can be while being along a spectrum of literal to abstract,” shares Equator Creative Account Manager Andrea Howard. “Functional items like laundry products are very literal and much softer in their approach, but as items become more treat-like, for example, a unique lip balm flavor, the colors get punchier and the imagery more abstract,” she explains.

Researched List: Engineering Services Firms
Looking for engineering services? Our curated list features 100+ companies specializing in civil, process, structural, and electrical engineering. Many also offer construction, design, and architecture services. Download to access company names, markets served, key services, contact information, and more!
Download Now
Researched List: Engineering Services Firms
Coding, Marking, and Labeling Innovations Report
Explore our editor-curated report featuring cutting-edge coding, labeling, and RFID innovations from PACK EXPO 2024. Discover high-speed digital printing, sustainable label materials, automated labeling systems, and advanced traceability solutions that are transforming packaging operations across industries.
Access Report
Coding, Marking, and Labeling Innovations Report