Anthem created a strategic point of di erence on shelf for their private-label fruit sodas. Drawing from a more progressive European design in uence, Anthem’s new system removes all the extra layers and boils each avor down to its essence—it says only what it is and doesn’t claim to be anything else. Each can’s artwork is iconic and accentuates the speci c characteristics that consumers associate most with each fruit. In addition to framing the artwork, the parentheses give
focus to the simple avor and subtly insert a succinct explanation of the can’s contents. The product’s form factor was carefully considered in the packaging development as well. By keeping the design simple, the usual color limitations were avoided; crisp, recognizable imagery was the result. Like their contents, the cans are refreshing, and their uni ed,
consistent look o ers an eye-catching presence in the soda aisle."
