The Brief

From niche to mainstream

Originally launched as a premium adult soft drink in a glass bottle, Coca-Cola owned Oasis needed to broaden its target audience and usage occasions. We were briefed to revisit the total brand presentation to attract new users, launch the brand into the mainstream impulse segment and generally encourage on-the-go consumption.


The Solution

A lightweight bottle dressed in blue, with vertical branding for standout and refreshment

Having moved from a niche glass bottle to a PET format retaining the Oasis iconic shape, we evolved the brand identity to capture the spirit of refreshment using mainstream cues.

We encapsulated the logo in an oval device that helps to code flavours and stands out against a new blue background. Our livery signals refreshment and improves brand blocking, in an impulse segment where brand emotion and instant recognition play an equal part.

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