Norwegian brand Solo has partnered with JDO Brand Design & Innovation to celebrate its 80th anniversary with a specially commissioned logo and the revival of three successful Solo flavours from the past.
For the three limited edition anniversary flavours JDO was briefed to consider the original labels in order to fully understand the heritage of the brand, but also move the designs on to be more relevant for today’s market.
The new designs are meant to be recognisable as Solo products maintaining the majority of the brand’s current design equities, however the ‘S’ of Solo has been changed to an ‘8’ to read 80, communicating the limited edition status of the packs and celebrating the brand’s milestone.
“This is a really exciting year for the Solo brand. Not only are we celebrating the brand’s 80th anniversary through JDO’s fantastic limited edition designs and a series of brand events during the year, but we are also thrilled that the brand has regained its rightful position in the market,” said Marianne Hoy Erikstad, senior brand manager at Ringnes, the majority shareholder of the Solo brand.
Sean Harvey, JDO design director, added: “Solo is a playful brand and we wanted to reflect this through its 80th anniversary packaging. Although we trawled through the archives for inspiration, in the end we chose to take a more modern and forward thinking approach, leveraging the current label design, but with a twist.”
There will be a tiered launch to the packs to build momentum with different flavours launched in February, April and September of this year. A series of brand events are also planned throughout the year in Norway.