The energy drink 28 Black has had a packaging redesign, with the defining black colour being featured on every can to maintain brand unity across the flavour range.
In response to a large-scale poll, the can design resonated well with customers in Germany as it assisted in the distinction between flavours and the brand’s identity.
The first batch of new designs was rolled out in Germany earlier in the year, with a goal to launch on Australian shelves in the third quarter of the year, starting with NSW before July.
Depending on the response, the new design may be phased in sooner, as the current packaging design is phased out.
28 Black is marketed as a ‘better-for-you’ energy drink alternative to other brands on the market as it contains natural caffeine but is free from taurine, artificial colours and flavours.
A statement from Level Beverages said the new design will assist in identifying the flavours.
“The new design features a solid wraparound portion in black, alongside geometric shapes in varying colours to provide depth as well as a distinct appearance,” it said.
An official statement said the launch will be supported with POS materials, advertising, and a bus campaign.