When designing product packaging, are you making your core mission clear? Your packaging isn’t just a wrapper—it’s a powerful communication tool that tells your customers what you stand for. If you’re not clearly conveying your product’s unique mission, you could be missing out on significant sales growth.
Spindrift, the sparkling water brand, serves as a perfect case study. In 2016, they redesigned their packaging with a focus on one key idea: being real. This shift led to a dramatic increase in sales, propelling the brand to $300 million in annual revenue.
Let’s dive into how Spindrift nailed their core mission through packaging—and what you can learn from their success.
Spindrift’s Initial Packaging Mistakes
Before their rebrand, Spindrift’s packaging had several issues that didn’t clearly communicate their core mission of “real fruit juice.”
1. Sterile Design and Unappealing Imagery
Spindrift’s original design featured sterile packaging with a small, unappealing image of dripping fruit. This didn’t effectively communicate the freshness or quality of the product, and in some cases, even made it look unappetizing.
2. Confusing Messaging
The term “fresh squeezed” appeared on the can, but it was generic and overused. It didn’t differentiate Spindrift from other products on the market.
3. Diet-Like Appearance
With a prominent calorie count and “no sugar added” messaging, the can resembled a diet drink—giving potential customers the wrong impression about the product’s taste and quality.
The 2016 Rebrand: A Clear Focus on “Real”
Spindrift’s rebrand in 2016 solved these problems by placing a laser focus on their core mission—”real fruit juice”—and communicating it clearly through design.
1. Bold, Central Fruit Imagery
Instead of emphasizing the brand name, Spindrift placed vibrant fruit imagery in the center of the can. This made it instantly clear that real fruit is a key ingredient, helping the product stand out in a crowded marketplace.
2. Unique, Specific Messaging
The term “fresh squeezed” was replaced with “real squeezed fruit,” a more unique and clear message. Framing the drink as “sparkling water & real squeezed fruit” turned the description into a recipe, immediately telling customers what to expect.
3. Playful, Authentic Tagline
The bottom of the can now features the clever line, “Yup, that’s it,” reinforcing the simplicity and authenticity of the product. It leaves no doubt that Spindrift is all about real ingredients and nothing else.
4. Colour-Filled Design for Flavour
By filling the lower half of the can with color, Spindrift visually communicates the product’s flavor. It suggests that each sip is packed with real fruit, appealing to customers who prioritize taste and quality.
From “Seltzer” to “Sparkling Water”: A Modern Shift
Another subtle but important change was replacing the word “seltzer” with “sparkling water.” The new term sounds fresher and more modern, aligning the product with the growing sparkling water trend.
Are You Being Clear About Your Core Mission?
Spindrift’s packaging overhaul is a perfect example of how aligning your design with your core mission can lead to significant business growth. In their case, focusing on “real fruit juice” as a differentiator helped them carve out a unique space in the market and boost their sales to $300 million annually.
So, ask yourself: Are you clearly conveying your core mission through your product packaging?
If not, it might be time to rethink your design. Your packaging should clearly communicate what sets your product apart—and that clarity could make all the difference in your sales.
Final Thought: It’s a $300 Million Question
Just like Spindrift’s redesign unlocked massive growth, a clear focus on your core mission in product packaging can propel your brand to new heights. Now’s the time to evaluate your packaging and ensure it’s sending the right message to your customers.
Your packaging design isn’t just about aesthetics—it’s about communication. Make it count.
