KARMA ORANGEADE

2022

ADDING A LITTLE LIFE TO AN EXISTING SOFT DRINK TO MEET AND EXCEED MARKET NEEDS

Art Direction
Illustration
Packaging

Summer Orangeade’s great tasting liquid hasn’t had a chance to shine with its season-specific name and nostalgic design. While this bevvy was an in-house and trade favourite, its sales didn’t reflect its true potential. The new look-and-feel draws inspiration from its Mexican heritage, where its juicy organic oranges hail from. Instead of canning this sweet soft, we were able to re-engage our mex, tex-mex and taqueria stockists to not just list, but celebrate our shiny new Orangeade, its heritage and the good that every drink does. 

The chosen concept nods to Frida Kahlo for her influence in Mexican art and culture, an intricate Mexican calaca adorned with oranges, mairgold flowers and foliage to celebrate fresh flavour. 
The final product resulted in record sales, re-instating it as a favourite amongst our many Mexican outlets and positioned the new Orangeade as the leading product in Karma's portfolio as well as the most documented and shared on socials.

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