Zing Zang, a prominent Bloody Mary brand since the late 1990s, has updated its logo and refreshed its entire product portfolio to better emphasize the quality of its cocktails. This marks the first time the iconic Zing Zang logo has been redesigned, aiming to highlight the premium ingredients and bold flavors of its diverse offerings.
E.G. Fishburne, Vice President of Marketing at Zing Zang, explained that the expansion of their product line necessitated a brand makeover. The new design maintains the beloved look of the Bloody Mary Mix while providing a cohesive and modernized appearance across the portfolio. The updated labels feature enticing cocktail images and emphasize quality ingredients, enhancing the overall appeal.
The refreshed labels cover a wide range of Zing Zang products, including Margarita Mixes (Classic, Mango, and Strawberry), Sweet & Sour Mix, Piña Colada Mix, and newer ready-to-drink Bloody Mary and Margarita cocktails. This new packaging aims to attract a broader cocktail-loving audience.
Design agency SmashBrand led the redesign, using a consumer-focused, quantitative approach to identify the most compelling attributes for the new look. After thorough testing of six design concepts, one design emerged, showing significant improvements in consumer liking and purchase intent.
Christy Lebor, Partner and Head of Brand Development at SmashBrand, noted that the goal was to capture the fun, bold, and energetic spirit of Zing Zang. The inclusion of cocktail imagery on the labels reflects this vibrant brand identity, aiming to showcase Zing Zang’s cocktails and passion.
The new product packaging is rolling out nationwide, starting with cocktail mixes and extending across the portfolio throughout the year. Despite the new look, the quality ingredients and taste that consumers love remain unchanged.