Scope of Work:

• Package Design
• Package Production
• Illustration

Challenge: BJ’s Wholesale Club wanted to extend their Berkley & Jensen private label brand into the beverage category. The challenge was to create a package that did not follow the “compare to national brand” philosophy that was currently in place at club.

Solution: Snakebite, Inc. began by researching the category of flavored sodas. Normally targeted to youth and young adults, Snakebite developed a vibrant, playful and flavor driven package. The use of simple iconic fruit illustrations and “fizz” circles, worked to convey a message of taste paired with a bit of sophistication.

Result: Instead of competing visually with the brand name products, the new Berkley & Jensen flavored soda line developed an identity that stands on it’s own. This is now commonly referred to now as companies’ “own brands.”