Allen Beverages
Biloxi, MS
September 2023
- Brand Strategy and Visual Identity
Allen Beverages
Allen Beverages is the Pepsi bottling company serving the six counties on the Mississippi Gulf Coast and recently celebrated 75 years as the Mississippi gulf coast's local beverage provider. Their previous logo was heavily featured around the Pepsi-Cola corporate logo, and the launch of Pepsi's new logo spurred the need for a new logo for Allen Beverages.
Client: Allen Beverages, Inc.
Scope: Brand Strategy and Visual Identity
Overview
Allen Beverages originally wanted a new logo based on the new Pepsi logo, as their previous one had been. Working together with MilliMedia, LLC, we encouraged Allen Beverages to develop their own brand identity apart from Pepsi, so that they could emphasize their specific company personality and strongest assets, such as excellent local customer service, and better resonate with their local customers. They seized that opportunity with enthusiasm and we collaborated to identify who their brand is, what they stood for and how they could resonate with their target audience.
Allen Beverages offers a clear advantage over their largest competitor: Their customer-serving team is local, hands-on, and very present to their customers, whereas their competitor is based in another state five hours away. Their new brand needed to emphasize that advantage and communicate the coastal connection, so their customers could easily identify them as local.
For the logo, we used a coastal color palette along with a pattern of waves, reminiscent of coastal artists. We also featured the silhouettes of a Pepsi bottle, can, and fountain drink, to represent the broad spectrum of products they offer.
Utilizing the bold blues of the water and sky of the MS gulf coast, we created a color palette that features a bright, bold sky blue as the main brand color, supported by a muted ocean blue for balance, Pepsi’s Electric Blue, for a subtle brand connection, a deep navy, and a neutral sand color to be used as an accent. Heavily supported by white, to offer a light, airy feel to the brand consistent with a coastal lifestyle, this color palette gives Allen Beverages an ownable coastal personality while tying in to the brand equity of the Pepsi logo.
We created the tagline "Refreshingly Local Since 1947" to emphasize both their local nature and their impressive longevity, as well as tie in to Pepsi's tagline of "Refresh Everything". We rounded out the brand with a variety of sublogos, brand patterns and design elements to give them an array to choose from across all customer touchpoints, delivering a brand that can grow with them for years to come.
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