When life gives you lemons, redesign your packaging

  • Design
  • July 31, 2012
  • StopPress Team
When life gives you lemons, redesign your packaging

L&P is a much-loved Kiwi brand. Many of its ads are classics, its Facebook page has over 184,000 likes and the recent Reader’s Digest survey listed L&P the seventh most trusted brand in New Zealand. But sales were simply not matching the affection and loyalty the brand enjoyed. So the packaging has been given a spruce up by brand design specialists Dow Design in an effort to make it more contemporary—and compelling for the younger generation. 

Dow’s brief was to ensure the brand was still clearly recognisable to its consumers as the L&P they know and love, while creating a stronger focus on L&P’s unique taste and refreshment promise.  

“While maintaining all the vital historical elements, the revitalised brand design gives L&P a more impactful in-store presence,” says Dow Design account director, Stephanie Perrett.  “It has gone from retro brown and laid back to fresh, bright and bold to appeal to Kiwi youth.”

Part of the brief was also to communicate more vigorously its lemon flavour and refreshment. This has resulted in a newly updated lemon symbol, a New Zealand map with a series of tiny effervescent lemon slices and "the raffish statement" ‘Good Lemonish Stuff’, which was concocted by Saatchi & Saatchi (a new campaign will be launched soon to back up the new look). 

When working with a brand that's been around for over 100 years, one of the challenges is finding the right balance between modernity and brand heritage, says Coca Cola Amatil’s senior brand manager, Leigh Moss. 

“As consumers are very fond of L&P, they are more resistant to change, so we had to ensure that the update wasn’t too radical and still retained familiar elements.”  

The new L&P packaging is available in many formats and will hit the shelves in August. Check out some more old labels here

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit