For the first time in its history, the Zing Zang logo has been refreshed, and the entire product portfolio has received an energetic fresh look to better highlight the quality of Zing Zang cocktails, it says.
“As our product line expanded beyond our original Bloody Mary Mix, it became clear that a brand makeover was needed to highlight our premium ingredients and the bold flavors of our diverse offerings to a broader, cocktail-loving audience,” said E.G. Fishburne, vice president of marketing at Zing Zang, in a statement. “The challenge was to create a cohesive design across our portfolio while maintaining the beloved look of our Bloody Mary Mix. The result is a modernized logo and an exciting new label design that enhances taste appeal and perfectly reflects the quality of our products.”
The refreshed Zing Zang labels cover the entire portfolio, including Margarita Mixes (Classic, Mango and Strawberry), Sweet & Sour Mix, and Piña Colada Mix, as well as the newer ready-to-drink Bloody Mary and Margarita prepared cocktails. For the first time, the packaging features enticing cocktail images, and highlights the quality ingredients, enhancing the overall appeal, the company says.
“We are excited about the new look for our products,” Fishburne added. “The updated design effectively communicates that amaZING cocktails start with Zing Zang.”
Design agency SmashBrand led the redesign, utilizing a consumer-focused, quantitative approach. They identified the most compelling attributes early in the process and incorporated them into six design concepts. After thorough testing, one winning design emerged, showing significant improvements in consumer liking and purchase intent, it notes.
“Zing Zang is the brand that gets the party started,” said Christy Lebor, partner and head of brand development at SmashBrand. “Our goal was to capture the fun, bold, and energetic spirit of Zing Zang. This new vibrant brand identity reflects that perfectly and was the inspiration behind including cocktail imagery on the labels. People eat and drink with their eyes, and we wanted to showcase Zing Zang’s amazing cocktails and passion through our design.”
The new Zing Zang product packaging is rolling out nationwide, starting with cocktail mixes, and will continue across the portfolio through the end of the year. Despite the new look, the ingredients and taste remain unchanged.
