Beverage Packaging Redesign Wins on Many Fronts

January 1, 2006
/ Print / Reprints /
/ Text Size+
Beverage Packaging Redesign Wins on Many Fronts
By Jennifer Acevedo
Versatility was key when formulating an updated look for Kerns Beverages’ line of fruit nectars. The redesign involved developing new packaging that would be bilingual, would work across 47 SKUs and would translate to five different packaging structures—including a new single-serve PET bottle. The design would also have to reinforce the brand’s premium positioning, “Made with whole fruit”, which the current design did not effectively address. Another important objective was to appeal to Kerns’ dual consumer bases: Latino families and general market consumers.

San Francisco-based Philippe Becker Design (PBD) was enlisted to tackle the project and quickly set to work to establish a packaging design architecture that is more dynamic, multicultural and friendly, with improved taste appeal and freshness cues.

“I think two of the most effective elements of the new design are the increased prominence of the color palette or banner, which changes from flavor to flavor, and the way the fruit is presented as larger than life and more appetizing,” says Kerns CEO Bob Hill.

As part of the brand rehab, Kerns also decided to focus on a “personality makeover” for its iconic hummingbird Pico. In the past, Kerns had effectively used the nectar-sipping bird as a means to lend authenticity to its product and as a way to communicate with one of its primary consumer segments, kids. But even Pico needed a refresh.

“When we starting thinking about the redesign, we looked at Pico as an equity that already existed, but that maybe hadn’t been leveraged properly,” explains Hill. “In the previous design, Pico was depicted much like a ‘Scientific American’ illustration of a hummingbird. Now, Pico is not quite as literal, but instead is friendlier and more approachable.”

With this redesign, the Kerns label also became bilingual; primary English and secondary Spanish text helps prioritize information for the brand’s dual user bases. New packaging hit store shelves in October 2005, and initial consumer response has reportedly been strong. BP

The author, Jennifer Acevedo, is the Editor-in-Chief of BRANDPACKAGING magazine.

Where to go for more information...
Metal cans. At Ball Corp., contact Denise Rodgers at 303.460.5001 or visit
Labels for PET bottles. At Renaissance Mark, call 800.341.5225 or visit
Package design. At Philippe Becker Design, contact David Becker at 415.348.0054 or visit

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products



facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus