Starslush®
Starslush is a brand of frozen slush drinks, owned by Nichols PLC. It was widely believed that the previous Starslush branding, inherited from it’s previous owners, was weak, with no real identity or clear position. This was proving to be a contributing factor in some difficulties faced when producing a suite of branded kit for customers. The team was keen to work with the Nichols creative team to come up with a solution that was fun and dynamic, to help bring the brand to life!
Brief
The aim was to create an extensive collection of ‘off-the-shelf’ materials, the artwork for which could be edited as and when required, to suit particular venues, allowing customer requests to be turned on quickly. The core target audience was kids through to mid teens.
Solution
Fun and excitement was put at the heart of the rebranding of Starslush… whilst ensuring that the new designs were easily customisable. Where the previous branding was extremely static and bland, the aim for the new identity was to be the complete opposite, making use of bright colours and a dynamic ‘sticker’ treatment. These stickers had multiple purposes, as they not only gave customers an exciting ability to tailor and customise the design for their venue, but they also allowed the brand to convey important messages, around such topics as health and recycling, as well as conveying differing tones of voice.
A full suite of vibrant product and equipment images was created with the support of a freelance 3D expert. Various views and angles were created, which were edited to cover the entire flavour range.
One of the key requirements was to create impactful in venue wall and point of sale designs, to extend the experience beyond the drinks. Typical venues where these executions were common include theme parks.
To bring the flavour range to life, custom stickers were designed, which could be attached to the machine bowls. When a flavour was changed, the stickers were easily interchangeable.
A comprehensive set of brand guidelines was produced to ensure design consistency was maintained. Below shows a slide from the guidelines, demonstrating how the core poster design can be flexed to show price call outs.
Example of the previous Starslush® branding below.
©Nichols PLC
