After almost a decade without advertising support and little package presence, Punchy, Hawaiian Punch’s signature character, had been rendered irrelevant. Kids no longer recognized the character, or recalled his history as a mischievous and aggressive purveyor of fruit punches.
Workshop was brought in to reinvigorate Punchy, and to rethink how the brand could capture youthful attention. Our design solutions modernize Punchy (stripping away some of the more negative associations), bring him to the forefront and make him the essence of the brand again.
On the previous design, Punchy had been tucked away in the corner of a logo lockup, without being integrated into the rest of the design. The realistic looking fruit and chunky cartoonish graphics fought for attention.
A REAL PUNCH UP.