Smiling Wolf hunts teen consumers with drink rebrand

Smiling Wolf created the new brand for Evoid, a range of fruit drinks, to make it "edgier, bolder and more connected with "youth culture". The company says it wants to make the brand seem less "worthy" than other healthy drinks.
Smiling Wolf creative director Simon Rhodes said: "Our brief was to move away from the original packaging and create something bolder. The teenage market makes snap decisions about what brands they like, and what they don't, and can be vocal about it.
"The fact that Evoid has no artificial flavours or sweeteners is something we felt should be shouted from the rooftops. That's why on the new packaging the ingredients are there, big and bold for all to see.
"We wanted to make the drinks look punchier and not patronise the kids about what they are buying. The tests we've done in schools since the re-brand have had a great
response."
Smiling Wolf was one of the co-creators of Liverpool Design Symposium, held in the city on November 4.