/ BRAND IDENTITY / PACKAGING DESIGN / ILLUSTRATION
LOKA LIKES
Loka is one of the most popular water brands in Sweden. Every year Spendrups intends to launch a limited edition range of fun and expected flavours during the spring called LOKA Likes. The purpose is to clearly differentiate itself against other soft drink brands, create "liking" around LOKA and of course drive sales. This year (2024) the concept is BUBBLE GUM, and the taste profiles are based on fruity bubble gum flavours. Part of the project was also to develop names for the 3 variants: Mighty Melon, Merry Berry and Sweet Citrus. Taste is key to LOKA brand, BUT we must add an element of fun in order to appeal to the target group of 15 - 25 year olds.
The first concept was based around the idea of retro candy packaging, as flavoured bubble gum has been such a favourite with children (and adults) for generations.
The winning concept focused on the fun of blowing bubbles. A 'bubble' font as well as floating ingredients all add to the playful nature of the product without loosing taste appeal.
Design by Dale Evans (for Neumeister Strategic Design - Stockholm)
