Welch’s Sparkling Singles
These concepts for Welch’s single-serve sparkling bottles range from close in to further out. The goal was to reach a younger audience who may have found themselves caught up in the bubb’y craze of seltzers and flavored waters, while introducing them to the world of Welch’s Grape Juice.
The first two concepts both take cues from the existing full-size bottle while adapting it for a smaller form factor. Concept One is a simple evolution of Welch’s traditional Sparkling brand, retaining the elegance and elevated look and feel of the type while mimicking elements like the foil-wrapped top and “gem” on the neck.
The second concept is a further evolution, but from a more fun and casual angle. It utilizes more approachable typeface choices and font layouts, while retaining enough elements of the more traditional bottle that the two would still be easily relatable on shelf.
Both concepts eschew the traditional label in lieu of a full bottle wrap that uses transparency to show off the product while using the grape juice itself as a color element of the design.
The third concept leans the most into the fun, using large, simple iconography to highlight the fruit, and bright, bubbly color to stand off at shelf.