Epsa Iced Tea
Agency: Out To Lunch
Creative Director: Anna Stylianaki
Art Director / Illustrator: Tasos Georgiou
Account Director: Irini Sohoriti
Project Type: Produced
Product Launch Location: Greece
Packaging Contents: Iced Tea
Packaging Substrate / Materials: Can
A series of ice tea drinks introduced by a greek soft drinks brand. Lemon, Green with Pomegranate and Sour Cherry, Peach, Roibos (Cranberry / Aronia / Goji Berry). Four flavors, two of them with unusual ingredient combinations, packaged in slim cans, one side in English and one in greek language, all presented in very different visual styles. The idea was to create a human-centric series, a set of four different personalities, stemming from what each flavor feels like, what type of consumer it is trying to reach or what mood it creates. The result is different, feel good, lovable.
Designing a series that featured such different illustrations for each flavor was a brave move for a relatively mainstream soft drinks brand. Going with illustrations of faces was also a brave move in a category where promoting product characteristics or ingredients is the norm. The result draws people's attention and creates an immediate positive reaction.