Before & After: Fizzy Lizzy

Fizzy Lizzy, the natural fruit beverage brand, gets a total brand makeover by JJAAKK (the new studio of uuber talented, Jesse Kirsh, previously featured here on The Dieline). The logo no longer features a mascot (a stand-in for "Lizzy"), and instead focuses on the name, which is fun to say and memorable (who can forget a name with four Z's in it?)

A statement from Jesse: "While the old label was beautiful, it was a bit too busy and illustrative and they saw their sales dropping. I was contacted to come up with a clean, simple and smart design that would still be fun and maintain the essence of the brand. "Lizzy" from the label was dropped and substituted with a small illustration of fruit to help further define the flavor. This is the 5th redesign in the company's 10 year history. "

The text is puchier and easier to read this time around, and the Art Nouveau-style typography was replaced by simpler, cleaner typography. The bottles feature simple fruit icons (absent on the earlier version), which aid in flavor differentiation. A stream of floating bubbles play on the "fizzy" part of the name, while playfully interacting with the two i's.

I'm not sure about the inclusion of "Award Winning" on the neck. It's a somewhat insecure move to flaunt that term on a package. Besides, it would have been more beneficial to be up-front regarding which award(s) were won and why that should convice the consumer to buy the beverage. It's quite possible we'd see which award is being reference on the back panel copy, though. (I don't have an actual bottle in front of me.)

Check out the beautiful images below.

Previous Packaging:

Comments

[mary]

even though the new one is great, the old one still rocks more.

[marija]

too bad, they got rid of the girl. now it is just another bottle with bold font.

[Nate]

Love the name and simplicity of the design.

[EccoXile]

Gotta say this is disappointing. I loved the old bottle. Though I wasn't by any means a regular customer, just buy when I feel like a fancy soda, I lean more towards what flavor sounds good, then the packaging. But the old Lizzies stood out for me. I love the look of old fashioned soda bottles but this was pretty unique. Now I'll have to go stock up.

[Minister of Design]

I disagree with both comments. The new one has shelf impact. The old one would recede into the background and get overlooked. The old one looks like it was designed by someone's grandmother in the 1950's. The new one is contemporary and bold.

I approve.

[jordan]

Great revamp!

[Salih Kucukaga]

LOVE the new one. What a great improvement!

[leon]

the design is nice and bold, but for this. . . is terrible. i loved the original moniker of the brand. it was vintage and broken in.

hopefully there is still enough at the store to stock up before the wave of new stuff comes in.

[Monique]

Much prefer the old one... lost its individuality now!

[Richard Baird]

A significant improvement, more style and a far more resolved application across the various packs.

[boomboom]

Ok guys, this is the real deal. The new one is not that bad, but it would have been awesome if apply the old design and make it look contemporary. The girl obviously is Lizzy and its the corporate identity. This new packaging would totally rock if Lizzy girl is still in the graphic. As for the color combination, I like the colors of the new packaging since its BOLD, eye catching and reflects the flavor of its contents. For the box packaging I noticed there is a photo of a girl, not sure if this is Lizzy, since everyone knows Lizzy as the vintage girl printed on the box not just some girl. I suggest if they will adopt the vintage Lizzy on the new packaging, it should look more sexy, fun, and exciting, as this is what the flavor of sparkling drinks bring...... One more thing I think its just fine to say "No added sugar" in the packaging rather than "SUGARS" or simply the word "SUGAR FREE" would have been rock the total look of the packaging .boomboom, Head Designer. idescon@gmail.com

[Jessi]

I love the old bottle. The new one feels more generic somehow. Nothing new or exciting. At least the old design had some soul. I disagree that making the old packaging more contemporary was even needed. True that script could use a little TLC but I love the quirk of the old weird Vienna secession type treatment around the edges of the label. Modernization does not always mean improvement. I think in this case not only did they give up any equity their brand had gained but lost their uniqueness too.

[D-Nice]

Truth. Old one was way better! Had more style and seems more of a story behind the packaging vs. a bold distressed font. A photographic representation of "Lizzy" is wack, doesn't leave anything to the imagination. Bad move to redesign what was already great.