A brand that many of us have grown up with and occasionally still come across, presents a new look, campaign, and packaging to bring back their previous audience. A walk through the park and a flattened Capri Sun package on the ground sparked the conversation of "do you ever just crave a Capri Sun?" with several people, and to my surprise the answer was yes!
After doing some research we found out that Capri Sun does not have the audience it used to have, so why not bring back its original audience, and cater towards the current millennial population. Here's how we did it.
To start out we redesigned their look to be more elegant and eye catching. We included simple colour and design that would be both interesting to younger adults, and children as well, as we still want to appeal to them.
With the redesign, we added the simple rip off section for the straw, because who remembers the missing straw, and it being a catastrophe during lunch time? We certainly do and do not want any of those flashbacks.
Our next redesign was the box. We added our design from the pouch, and a few other components. The handles for easy carrying, pull just one of them to extend it, and now you can hang it from the wall, in the office, your home.
Another idea is to partner with Uber or Lyft for the passengers to grab part of their lunch, the drink that most people forget or just don't pack. The other feature is a perforated door for easy access.
A partnership is with Jetblue. On flights we will hand out a Capri Sun pouch to everyone, with one of our napkins with a some more information. We want to bring back the simplicity of your childhood, maybe even some flashbacks, while re-introducing a brand that they already love, just forgot about.
A billboard design with our #growslow a new antidote for adulting tagline.
Lastly some social media assets, to appeal to a larger audience.