KAS, a Spanish brand of soft drinks owned by PepsiCo originated in Vitoria, is an iconic brand that accompanies us since the 1950s and is known for its profile of unique taste, less sweet than other orange and lemon soda drinks. It is the brand which a whole generation has grown with, that prides itself on knowing how to give color and flavour to life.
Despite being highly known in the North of Spain, however, in the rest of Spain KAS is less present in the mind of the consumer.
Within the strategic plans of the client, defines a new positioning allowing KAS to be relevant in a particular target, the young adults, an age group that has not contemplated any of the other competitive brands.
A new positioning to reinforce its leadership in the North of Spain and that is able to spread successfully to the rest of the national territory.
For Columna the challenge was to align the visual brand identity and packaging to the new positioning and strategy of the company, in order to achieve harmonization and coherence across the range and ultimately improve and modernize its brand image.
Columna made a global project of branding and packaging with the aim of conveying the new brand positioning, focused on an older target who wants to live their moments intensely.
The new brand is a continuity of the current one, which it’s given a higher presence to the blue, distinctive brand code, and the letters have been compensated.
We have created an optimistic, relevant and differentiated packaging with the intention of building on its valuable and differentiated proposition, the intensity. To do so, we have worked with intense color codes. The fruit is represented in a floral world with an explosion of flavour and bubbles out of the brand that conveys the intensity of the product. It stands out the transparency, brightness and mates.
The floral elements create the connection with the rest of the KAS range, with the goal of having a brand consistency across its range: BitterKas and BlueTonic by Kas.