Mirinda Global Refresh Beverage Packaging

Mirinda Global Refresh Beverage Packaging

Mirinda Global Refresh Beverage Packaging is an innovative beverage packaging design that represents a significant evolution in carbonated soft drink presentation, specifically crafted to resonate with Generation Z consumers through a contemporary visual language. This strategic design initiative demonstrates a sophisticated understanding of modern consumer preferences, employing vibrant aesthetics and creative elements that reflect the digital-first mindset of its target demographic. The packaging design showcases a deliberate departure from traditional beverage packaging conventions, incorporating elements that mirror the communication styles prevalent among younger consumers, such as the visual language of memes and emojis, while maintaining professional design standards. The project exemplifies a comprehensive approach to brand rejuvenation, addressing the critical need for distinction in the highly competitive carbonated soft drink category through thoughtful design interventions. This design solution, recognized with an Iron A' Design Award in the Packaging Design category, successfully balances the preservation of brand heritage with contemporary visual appeal, demonstrating excellence in both aesthetic innovation and functional design. The packaging design's significance lies in its ability to create a meaningful connection with modern consumers while maintaining the product's core identity as a fruit-flavored carbonated beverage, showcasing how strategic design thinking can effectively bridge generational preferences and market requirements.

beverage packaging design, Generation Z marketing, carbonated drink branding, contemporary packaging innovation, visual brand evolution, digital-age design aesthetics

— Adam Dawson

CITATION : "Adam Dawson. 'Mirinda Global Refresh Beverage Packaging.' Design+Encyclopedia. https://design-encyclopedia.com/?E=443848 (Accessed on July 17, 2025)"