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D&G Redesign
Desnoes and Geddes Limited (D&G) is a Jamaican brewer and beverage producer that has been in operation since 1918. Their sodas have become a staple of Jamaican culture, with a designated spot in every restaurant, party, and store shelf.
Deliverables
Package Design
Applications
Illustrator
Photoshop
Role
Packaging Designer
The sodas, known for their bold, bubbly, and colorful nature, come in a variety of flavors including Kola Champagne, Grape, Cream Soda, Pineapple, Ginger Beer, Pineapple Ginger, and Orange.
The inspiration for this packaging redesign came from Carnival, an annual festival celebrated on various Caribbean islands to commemorate the end of slavery. The redesign is framed through the release of limited-edition packaging and soda flavors, to be on store shelves only for Carnival season.
Being that Carnival is famous for its vibrant colors, this design incorporated energetic colors to appeal to its Caribbean target audience and garner excitement for the festival.
The main goal of this packaging redesign was to convey a friendly and playful tone that aligns with the joyful nature of the Caribbean and its culture.
Despite this being a complete redesign, Kool Kat–the brand's mascot– remained an important design element and was highlighted to ensure consumers would still recognize the sodas on store shelves.
The chosen limited edition flavors, Mango Champagne, Grape Lychee, and Piña Colada, were intentionally selected to reflect Jamaica's local produce. The visual design drew inspiration from the costumes worn at Carnival, which often feature feathers, beads, and jewels, just like Kool Kat in this design.
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