Sunshine Beverages tasked The Variable with creating a premium item for use as promotional content to appeal to various audiences. The challenge was to create an item that would pique the interest of potential customers as a giveaway piece at sampling events and brand promotional activities, as well as something that could pique the interest of potential distribution partners and retailers as a direct mail piece.
Approach
Instead of echoing the hand-lettered typography present on Sunshine’s cans, we aimed to create a sophisticated aesthetic to appeal to the target audience. Typography of Sanborn Maps and vintage stock certificates – decorative and ornate items of the late 1800s era of Sunshine's famous moonshining mascot Buck O'Hairen – provided the main design inspiration.
Results
The piece was very well received, and helped Sunshine Beverages to entice and secure consumer, distributor and retailer interest in the brand, helping it become available in more than 1,200 locations across the Southeast.
