Landor Revitalizes Kool-Aid Packaging

Kool-Aid has released a vivid new look for its packaging designed to communicate the brand's leadership position within the unsweetened powdered drink segment in Mexico. The revitalized packaging incorporates the most familiar elements of the popular Kool-Aid brand — the smiling face and the Kool-Aid logo — while adding new flavor cues, new flavor names and graphics that emphasize refreshment.

Kool-Aid has released a vivid new look for its packaging designed to communicate the brand's leadership position within the unsweetened powdered drink segment in Mexico. The revitalized packaging incorporates the most familiar elements of the popular Kool-Aid brand — the smiling face and the Kool-Aid logo — while adding new flavor cues, new flavor names and graphics that emphasize refreshment. Landor's Mexico City office was asked to develop new packaging to reflect key attributes that appeal to the target audience of 6- to 10-year olds: mischievous, happy, imaginative and playful. Landor initiated the transformation by updating the Kool-Aid logo, which now appears with a slight curve, to give it a bolder and more dynamic look. The second major change involved the development of new illustrated fruit icons as well as more playful names for each flavor —"Strawberry" became "Intrepid Strawberry" ("Fresa Intrépida"). "We're confident that Landor's redesign of our packaging will really help to set Kool-Aid apart from its competitors on shelf. We have an incredibly strong brand with a lot of equity and popularity among mothers and children — but we needed help developing new packaging that reflects those strengths," said Marcela Lopez, Kool-Aid Brand Manager. Additionally, Landor created a blue band across the top of the packaging to help unify the Kool-Aid brand while maintaining differentiation among the various flavors. Drops of water on the packaging communicate Kool-Aid's thirst-quenching, refreshing qualities. The new look was completed by Landor-developed back panels featuring interactive kids' games.