Corporate Eye

Seagram’s Rebranding Focuses Sophistication

Seagram’s (distributed by the Coca-Cola Company) is known for its Ginger Ale and line of mixers such as club soda, tonic water, and so on. In an effort to differentiate its brand as the choice for sophisticated adult consumers, Seagram’s launched a rebranding effort that includes a new logo and package design. The rebranding coincides with the Coca-Cola Company’s plans to expand the brand into new markets.

You can see the old and new logo below.

Check out the new package design below.

And see the new can design below.

The line of Seagram’s products will maintain a consistent design with color used to differentiate flavors. For example, can designs will retain the metallic color palette shown in the image to the left. Similarly, the simpler Seagram’s crest design will be used as a supporting element but notice how it still becomes a centerpiece of the design? It’s very clever.

Overall, this rebranding effort is excellent for a brand that wanted to position itself against the traditional soft drink category and stake its claim in the market of adults looking for a modern brand to offer at parties and events for mixing sophisticated cocktails.

Simple design and metallic colors might seem like an overused trick to represent brands that want to be known as high quality, luxury brands, but when the trick is executed well, it works. This design, by Hatch, demonstrates the importance of restraint in branding — a concept that’s typically associated with brand strategy, extensions, and so on but as the Seagram’s rebranding demonstrates, also applies to brand identity.

The Seagram’s product line will look much more relevant on the shelves in the liquor aisles of stores than the previous design. Of course, the rebranding will draw both supporters and detractors, but one thing is for certain — this rebranding is an improvement over the previous identity and is better aligned with the company’s goals for the brand.

What do you think? Leave a comment and share your thoughts.

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.