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Back in December of 2007 we reported on a new range of teas by Snapple and the introduction of a new logo. While that look hadn’t yet affected the main Snapple teas I preemptively bemoaned their imminent disappearance so you may read most of my reasoning in that post. This month, along with a new formula, Snapple introduced the new bottle and label design for their core range of teas.
As I noted more than a year ago, the new bottles have indeed lost their unique personality and now look more like the rest of the market with a very tea-esque look. I mean, don’t get me wrong, they are pretty and well executed but, for me, Snapple has always been a brand that is not about prettiness or proper execution, but about peculiarity and personality and it’s sad to report that neither of those two things are there anymore and there is no amount of embossed Ss in the bottle that can make up for it.
Update: The new design was done by New York-based CBX.
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Andreas Lanjerud’s comment is:
Agree. The redesign looks very good, it definitely makes the taste look more luxury. However, it doesn't feel "fun" anymore, and Snapple for me was more about fun and less about quality/luxury. Still gonna buy it.
On Mar.18.2009 at 07:00 AM
Saylor’s comment is:
Oh man. I remember buying Snapple b.c it was "fun."
I don't know why I should buy it now :(
It is "pretty" as stated before. Maybe they're just trying to turn (...pardon this) a new leaf.
On Mar.18.2009 at 08:21 AM
Mike’s comment is:
What I dislike the most is that it's horizontal now. Like most other things. I would've liked to at least see the original "Snapple" type carried over as well. I agree that it doesn't look fun anymore.
Is this supposed to be one step closer to that one cliche of what the future will look like, where everything is plain and minimal?
Fish’s comment is:
Nice. The illustration style has a playful, whimsical, "fun" feel to it. I feel they have retained brand value there. Makes me want to buy it.
On Mar.18.2009 at 08:40 AM
matt’s comment is:
the new design certainly strikes me as more 'commercial' - the old label was almost like something a little 'we just picked these apples and squeezed juice out of them' operation might slap onto their bottles, while the new label is much more 'we are another supposedly healthy tea and or herbal drink'.
On Mar.18.2009 at 09:02 AM
Derek’s comment is:
The new label is nice and probably allows the logotype to stand out a little more. With the old type this would have been a major improvement. But, as others have said, it doesn't look as fun now.
On Mar.18.2009 at 09:03 AM
Paul Pereira’s comment is:
Didn't mayor Bloomberg make Snapple the "official" drink of New York at one time?
Anyway the design is nice but I think there should have been some sort of bridge between the old and new design. I agree with Mike's comment, What I dislike the most is that it's horizontal now. They should have kept the original angled Snapple type, going across the bottle.
-P
On Mar.18.2009 at 09:11 AM
Lindsilou’s comment is:
This reminds me of the labels of the organic baby food I fed my daughter.. and the mushy taste they had. Well executed, yes, but not appetizing.
On Mar.18.2009 at 09:20 AM
Robin’s comment is:
Don't worry. In 5 years they'll redo their logo again by going back to the "classic" look. And then people like you and me can be swept away by waves of nostalgia and be persuaded to buy a dozen cases. These PR people are all smartie-pantses.
On Mar.18.2009 at 09:44 AM
Jay Williams’s comment is:
I personally think the new design is good step forward. The old design was very cluttered and feels very dated, and not in a positive way. As for the effectiveness, I guess that will show when they get their quarterly sales totals, eh?
On Mar.18.2009 at 09:52 AM
jRod’s comment is:
hey, that new "S" looks familiar... where have i seen that before...
OH YEAH! it’s the old Snapple "S."
And the new glass bottle is beautiful. finally something that doesn't have the pebbled texture on it and takes advantage of the smoothness of glass. overall a great redesign. i agree with Jay - it’s a lot less cluttered than the old label.
On Mar.18.2009 at 10:41 AM
holy’s comment is:
i actually think that it's a bit of a step backwards.
i feel like the new design is a bit less fun than the old. the old may not feel as consciously designed or pretty, but it is, for better or worse, snapple's image and that's what i look for when i go to grab a snapple out of a bodega.
i'm going to miss it.
On Mar.18.2009 at 10:42 AM
Luke’s comment is:
The flat text has lost all the dynamism of the uprising old logo. Year, maybe this isn't the nineties anymore, and a more scriptish, swirly font in in order, but this feels like a generic brand now.
On Mar.18.2009 at 10:49 AM
Russell Lephew’s comment is:
I honestly like the new updated look. Nice changes.
On Mar.18.2009 at 11:05 AM
Erik’s comment is:
I think the new packaging doesn't have the personality of the old stuff, but then I can't remember seeing any commercials recently to reenforce that original 'personality' that the brand had. Maybe the new packaging is just a reflection of the brand loosing it's character and personality to fit in with the rest. Kind of a shame.
I do like the new design, it looks nice and clean. Also easy to pick you flavor, In my opinion less confusing to the consumer.
On Mar.18.2009 at 11:10 AM
Herrimanjoe’s comment is:
First Blimpie's now this... Why is everyone afraid of the pill shape container? I think the new type looks much better. I always thought it was the advertising that was fun – not the packaging. Goodbye bad type. Good riddance pill shape container. Hello sexy new snapple.
On Mar.18.2009 at 11:31 AM
alexandra’s comment is:
I like the changes to the bottle; I never liked the basketball texture of the old one. It seems to me that Snapple wants to "grow up" which I do think they've done.
While I don't especially love the new or old labels, I did notice a bottle this morning on my way to work and it looked nicer in the refrigerated case than on my computer screen on this post.
My very first impression, however, was that it looks an awful lot like Crystal Light. not exactly an "all natural" association!
Camryn’s comment is:
I've never bought a Snapple product, and I think its partly because the old labels struck me as too garish. Anything that garish couldn't possibly be as natural as they were claiming. Artificial colors connote artificial ingredients. If the new design was my first exposure to the brand, maybe I would buy it. As it is, I cannot forget.
I *can* see the point about losing some brand equity from the loss of the angle, and maybe they should've kept that element, but I strongly feel that they actually did need to lose some negative brand equity. Those who feel the old logos looked like a 'Mom and Pop apple juice label' have - to me - a very weird idea of what a label like that would look like. It was clearly "garish uber-corporatation, artificial everything, can't design a label so couldn't design a healthy drink".
On Mar.18.2009 at 11:51 AM
john’s comment is:
Oh man. I remember buying Snapple b.c it was "fun."
Heh. I remember buying Snapple because it tasted so good. Then they got bought out, fired the receptionist from the commercials, and changed the product. Ugh. I never went back.
That said, the new packaging is nice, but I would concur...it "looks" like everything else. While they've lost the "fun" and quirkiness of the original, the primary problem is that the product ain't what it used to be. Lipstick on a pig, as they say. Rule number one of branding: if the product ain't worth it, no amount of fancy design work can make it so.
On Mar.18.2009 at 12:07 PM
Dave’s comment is:
I like the new look and I think that the S on the glass is beautiful the leaves surrounding it are a really great touch. My faves have always been strawberry kiwi and peach tea. I hope they didn't tweak these recipes.
On Mar.18.2009 at 12:12 PM
Lauren ’s comment is:
Love it or hate it, the new redesign will have the consumer feeling like they get more for the $2 drink.
Snapples are an expensive daily habit, especially if finances are tough. I'll miss the textured bottle - great to feel when icy, but I think the company will benefit from this class upgrade.
Traded some brand equity for more perceived value, IMO. And the new bottle is pretty sleek, even though I'll miss the pebbles.
On Mar.18.2009 at 12:35 PM
Mike’s comment is:
Nobody has "fun" drinking tea and juice. If you do, you should open up the front door and spend some time outdoors.
This is a step forward on all accounts. The old bottles were getting dated, and the labels were so outrageously cluttered the only decent way to determine flavors at the store was by the fluorescent glow of the actual beverage coming through the glass. They cleaned up the logotype considerably, leaving alone all the typographic successes of its predecessor.
On Mar.18.2009 at 12:37 PM
LB’s comment is:
In my, admittedly limited, perspective, it seemed like Snapple was the first natural specialty drink that advertised on a national scale. When they emerged on the scene, with that memorable little lady, they were going up against "giants" in the beverage industry. But now there are so many natural, or designed to look natural, beverages in the marketplace, Snapple is not standing out like it used to.
I think the new label and logo are nice. You know, just nice.
On Mar.18.2009 at 12:45 PM
Andrew_EMPAC’s comment is:
While I feel their original packaging was my favourite. With the flat color labels depicting the Boston Tea Party in background. The new design is a huge improvement over their most recent branding. This moves Snapple in the right direction away from the ska checker zany insanity of the old label and into the streamline "elemental" and natural look of products today. Plus the sunburst beckons the hand of mother nature (or god) in producing a drink that is "Made from the best stuff on earth."
On Mar.18.2009 at 01:04 PM
Paula’s comment is:
I honestly like it. The label design is so much more simple and direct, yet it still keeps that sun-kissed-fruit-look. It also looks like they’re actually complementing the label color to the juice color, too. Overall, much more refreshing. I’d buy it.
On Mar.18.2009 at 01:18 PM
Scott’s comment is:
Sure, if "all natural" is defined as "crazy amount of sugar included."
It's a horizontal move, IMO. It may look slightly more upscale to me, maybe. But it's not more appealing.
And it doesn't look "fun" for that matter, either ... for those questioning whether fun was part of its brand need to remember the old Snapple ads that poked fun at the name. The name "Snapple" opens the door for something clever.
Clever, this is not.
On Mar.18.2009 at 01:48 PM
Mark’s comment is:
They finally flipped the logo to horizontal position , about time.
See how BETTER that looks now?
Well done Snapple well done.
On Mar.18.2009 at 02:03 PM
Andy’s comment is:
Basically the same thing that Celestial Seasonings did, except instead of trying to detach themselves from the "hippy tea" stereotype, Snapple looks to be distancing itself from the "nor'easter tea" cliche that they've developed for themselves. Personally, I like the old logotype, though it could have been freshened a little.
On Mar.18.2009 at 02:09 PM
Jonathan’s comment is:
I agree. The personality is gone and they are right next to Lipton in the 'who cares' category now.
On Mar.18.2009 at 02:10 PM
Ryan’s comment is:
I do like how the bottle appears fresher and more current, and I do enjoy the little bee and butterfly graphics on the bottom... but I can't get over the annoying starburst that's so dominant on each of the bottles or the drop shadowed tea bag on the label. Could have done with out those.
On Mar.18.2009 at 02:34 PM
Ben Peck’s comment is:
I don't know what any of you are talking about. The new design trumps the old by a million miles. Apart from the fact that their going for some herbal tea market (which only applies to the ones that have tea) the overall composition is so much easier to read.
The new design ups their game by 100% in my opinion and I can almost guarantee that they'll get more sales from it.
Very well done.
On Mar.18.2009 at 03:09 PM
lucid’s comment is:
Nice simple clean progression...
I think that we can all agree that the old package had a unique appeal but I also know that I have not purchased one for at least five years, this new package would get me to pick this up and look at it which will probably equal a sale- job done.
B/B+
On Mar.18.2009 at 03:34 PM
Emily Charette’s comment is:
I feel it's hard to say "all natural" with such a manufactured identity. It was easier to say "all natural" with the quirky, un-done packaging from before.
Still, these are appealing and make me lick my lips with thirst. Nice job.
On Mar.18.2009 at 03:41 PM
PS’s comment is:
This isn't a progressive design choice. They have merely conformed themselves to the design average set by other "healthy/tea" brands on the market. While their old logo may have been a little juvenile, it at least stood out. The new bottle seems sterile, and visually has nothing on it which would make me chose it over any of the other million tea drinks on the shelves.
In other words, what I see here is a sheep-mentality, not innovation. Why would I buy that?
On Mar.18.2009 at 04:42 PM
Rob Hopkins’s comment is:
Snapple used to be 'fun' to drink which was definitely reflected with the old design but that was also before we had an overflow of energy drinks as well as juice brands like Sobe. Out of all the recent beverage brand updates (ie Pepsi and Tropicana) I think this one actually works. The word mark much more refined, but not a huge step from the old one. Overall I think the new label is modern and clean and that's never a bad thing.
On Mar.18.2009 at 05:18 PM
Kellie Schroeder’s comment is:
This is a winner. They repositioned the brand and gave a nod to Snapple's history and existing brand equity. Very tasteful and successful. I love seeing pros at work.
On Mar.18.2009 at 06:15 PM
Cam’s comment is:
I like it better. Elevates the brand.
On Mar.18.2009 at 06:22 PM
adzski’s comment is:
I prefer the new look. It looks so much more "clean" compared to the earlier version. Agree with the comments above that this new look gives the impression that this is a healthier product, somehow. With that earlier label there could be no mistake: "this product is full of sugar!"
I also think the location of the flavour on the new bottles just makes more sense - it took me a while to even see the "Mango madness" on the old bottle.
On Mar.18.2009 at 06:49 PM
John Mindiola III’s comment is:
I would have liked it if they could have combined the snark of the old look with the quality of the new look.
On Mar.19.2009 at 01:08 AM
Joseph Maguire’s comment is:
I dig it. Simply put its a great brand update.
On Mar.19.2009 at 01:24 AM
Amanda’s comment is:
This is a very wonderful update that *keeps* the original branding feel.
Snapple avoided all the potential mistakes that Tropicana didnt avoid when they made their new carton.
Kudos on this redesign and beautiful sleek glass bottle!
On Mar.19.2009 at 01:39 AM
oscar’s comment is:
I'm amazed people are so attached to the old design. I'm with the minority that thinks this is an improvement. But even I will concede that there is a certain generic-ness to the new look.
On Mar.19.2009 at 01:59 AM
Anonymous’s comment is:
The rebrand is way better than the original. It's less cluttered, brighter, and retains most of the feel of its predecessor. Thank God they killed the pill-shaped container. Also, I like the embossed "S".
On Mar.19.2009 at 12:31 PM
Nathaniel’s comment is:
Why does a tea bottle need to be so fun? I don't attach fun with drinking tea. I guess it all depends on what they were going for. To me the old one says "made out in the country by rednecks".
On Mar.19.2009 at 05:44 PM
Paul Ducco’s comment is:
it's definitely more "boutiquey"
On Mar.19.2009 at 06:11 PM
justin’s comment is:
soooo St. Ives. But i like that.
On Mar.20.2009 at 02:02 AM
Alex’s comment is:
I don't think "corn syrup" can be classified as "...best stuff on earth". Snapple secretly switched from real sugar to corn syrup. I used to love the stuff, now its bad for you. The redesign is very non personal.
On Mar.20.2009 at 04:30 AM
Panasit Ch’s comment is:
I don't have the same relationship with this brand as you guys. My feeling towards Snapple back when I was in college is exactly like the new design. A delicious drink that is way too expensive to drink everyday. I would find it when I go to my aunt or my uncle's house. I wouldn't buy it myself. Not with my own money.
So yeah, I like the rebrand. I think the old one accomplish just the lowest common denominator. If things were going well for them in the past, I don't think the very generic old packaging has anything to do with it. Inside the bottle could have been jam for all I know.
Whether or not the new design has personality I think we have to see the entire new marketing campaign, not just the packaging. Like Coke Zero, you know, it's aim at teenage guys, but if you only see the packaging you only get small part of a bigger picture.
On Mar.20.2009 at 09:04 AM
bradley’s comment is:
im down with this change. i liked the old packaging a lot but this new packaging retains the bottle shape and seems to make a bolder, more definite statement about the brand. I'll agree some fun was lost, but I think it will come back with a new set of ads. I'm interested to see how they market this new design.
On Mar.20.2009 at 10:36 AM
SeeingI’s comment is:
I will miss the pebbled texture of the glass, and the logo always takes me back to my college years, 1990 - 1995. So, I'm sad to see them go. However, I think the embossed S is good equity, and the re-design is clean and attractive.
I think they could have gotten a little more extravagant with the SNAPPLE wordmark - something about that angled, italic type in its little lozenge shape has such joi di vivre, now lost - but overall I think it's a good re-design.
On Mar.20.2009 at 01:48 PM
Shawna S’s comment is:
I did a double-take on the Lemon tea design. It could easily be mistaken for Lipton's.
Otherwise it's not an offensive redesign. Just...less differentiation now, which is sad. At least you can still read the logo (unlike Tropicana), but the Snapple logo was so distinctive (in orientation, if not design).
On Mar.20.2009 at 07:34 PM
Big B’s comment is:
What a horrible, horrible redesign. They didn't learn anything from Tropicana's gaffe, looks as if they hired the same ad agency. You can identify the old bottle from 20 feet away and head straight for it. Now it is indistinguishable from the 20 imitators that have ridden the wave of Snapple's success for 20 years. The new bottle erodes the brand.
On Mar.21.2009 at 11:58 PM
petenik’s comment is:
perhaps a more processed-looking package will tip off consumers that despite the "all natural" label, a drink that is only 5% fruit juice and mainly anything-but-natural high fructose corn syrup is just junk food like every other soft drink. sugar/corn syrup water deserves packaging that undermines its claims to be natural, and by implication, healthy. so, I guess I like it? ha ha
On Mar.22.2009 at 03:52 AM
Anonymous’s comment is:
Grocery store shelves in "natural" food stores are full of labels that try not to stand out to much. They attempt to fall under the retailers umbrella of quality. When a package screams from one of these shelves, it is less desirable. I like this trend.
On Mar.22.2009 at 07:02 PM
Chris Lee’s comment is:
I have to say that, as someone who never drinks Snapple, the new brand has made it seem drinkable.
I guess Snapple has always seemed more like sugary juice than a tea maker. However, this new look really does make it seem like a legitimately healthy alternative to soda.
That said, I agree that they will lose some solely based on the 'fun' factor. It's clearly missing here. But what they lose in fun (and possibly uniqueness), they gain in perceived value.
On Mar.22.2009 at 11:48 PM
dave’s comment is:
I like that it's kind of simplified, but I don't like that the brand has lost a lot of personality, I don't like that some one type out the word Snapple in BARCELONA and just put a curl on the cap S, and I also don't like that the main image of this blog compares the new Lemon Iced Tea and old Mango Madness. Can we get the old Lemon Iced Tea up there instead?
On Mar.23.2009 at 05:00 PM
Jason A. Tselentis’s comment is:
Do you hear that rumbling? It's my stomach yearning for a Snapple! Well done, Snapple! I especially like the big-S on the bottle, a good use of the packaging. Makes me wonder if we'll ever go back to the days of imprinting directly on the glass instead of using paper-wraps.
On Mar.24.2009 at 07:57 AM
Louise’s comment is:
The new Snapple bottles are definitely more sleek and refined than the old bottles. It is also worth noting that the new Snapples contain sugar as opposed to corn syrup. I am not going to get into a debate about which is supposedly better for one's health because people can make that decision on their own. However, the taste is a little better than the Snapples sweetened with HFCS.
I found the old Snapple to be cloyingly sweet, while the sweetness in the new one is a little more subtle. They were also $1.09 at my supermarket, so while they may be trying to refine the look of the brand, the price is still very reasonable. A case of 12 was $5.99.
I think this could be a good move for Snapple because despite the packaging change, loyal customers will most likely stick with the brand. In addition, the new sleek design might attract some customers who previously didn't consider Snapple because of the corn syrup content.
On Mar.25.2009 at 04:24 PM
Anonymous’s comment is:
Bring back Wendy Kaufman, and then we can talk about resurrecting the Snapple brand.
On Mar.27.2009 at 10:06 PM
Drew’s comment is:
Bring back Wendy Kaufman, and then we can talk about resurrecting the Snapple brand.
On Mar.27.2009 at 10:07 PM
Ed’s comment is:
Not too crazy about the static horizontal format. But at least the new labels have more contrast with the liquid in the bottles when compared to the photo of the old Snapple Mango Madness flavor. Were the other old Snapple flavor labels equally as poor color contrast?
The burst lines in the background is all fail. Please, can't we all agree that burst lines are a design fad/crutch that is past its prime?
Move along please, nothing to see here.
On Mar.29.2009 at 12:10 PM
Now a Lipton Man’s comment is:
The new lemon flover is horrible! The new taste seems more artifical in flavor and much less satisfying. Congratulations to Snapple for creating the "New Coke" of the iced teas! This is bound to fail and they'll have to return to their old formula. Additionally, the new look lacks the personality of the previous bottles which seemed intetresting and fun. Snapple- you screwed this one up!
On Apr.08.2009 at 03:21 PM
Snapple= <3’s comment is:
The "new stuff" plan proposed by snapple is just snapples way of promoting a new bottle design. By claiming to have new stuff, snapple is just using it to advertise. But who cares, snapple is awesome anyway.
On Apr.12.2009 at 09:29 AM
Jim’s comment is:
To the previous person's comment- this is "new stuff." They've introduced numerous new flavors and are now using pure sugar rather than high fructose corn syrup. Old flavors like the lemon (the biggest selling tea) have now had green tea added to their mix. This all sounds great considering the health benefits of pure sugar and green tea, but the taste now leaves something to be desired. Snapple is not what it used to be.
On Apr.13.2009 at 03:33 PM
NoHoJoe’s comment is:
Big Mistake Snapple made!!!
They should have kept the old labeling!!!
1. The Smiling Sunhas always defined Sanpple as a Big Brand. To paraphrase an old Spanish Saying "When The Sun Rises, People Smile!"
Sonriasa is Spanis For Smile, hence The Sayiing!
2. The Little Scribble Notes were cool!!!
3. The new Sun Glare is WAY TOO GENERIC!!!
BRING BACK THE SMILING SUN, SNAPPLE!!!
Dawn’s comment is:
I had given money to my brother in law to pick me up some Snapple peach tea. What he gave me, from a distance, I was sure was the wrong tea. This was the first look at its new label. I did not know they were changing anything. Then I took a taste. Very disappointing. I was expecting the taste I have loved for years and this was certainly not it.
I am not going to be buying anymore of their peach tea or any of their products. The way it was tasted more like liquid peaches it was such a good peach flavor. This new stuff has to go along with the new label.
On Apr.15.2009 at 08:33 PM
JeffT’s comment is:
The new bottle looks great and very classic, though I think I agree with the many others in stating that somehow something about the fun angle or catchiness of Snapple is lost in the switch from diagonal to straight. Otherwise the cleaner look is welcome. Perhaps a nice hybrid could result.
On May.05.2009 at 10:07 PM
ev149’s comment is:
I liked the old design better, though the new one has small details such as an improved sunburst and a new typeface that make it look more professional. But that's the thing I don't like about it: it's professional. I always thought of Snapple as a fun and innovative brand, but the new design and typeface seem to throw that out the window.
On May.14.2009 at 04:21 PM
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