Value proposition
Refreshingly simple—bold flavor, lighter sweetness, and transparent ingredients.

Audience & personality
Young professionals and families who want fun without the sugar overload. Personality: upbeat, honest, contemporary, and friendly.

Creative direction
Create a cohesive packaging system for aluminum cans that reads instantly on shelf and in hand. The design should feel fresh and minimal, balancing confident flavor cues with clear, legible information.

Brand constraints (must-haves)

• Include the brand name “Sparkway Soda.”
• Prominent flavor name and a clear visual differentiator for each SKU (distinct accent color or pattern), while keeping the master brand consistent.
• Front-of-pack callouts area (e.g., calories per can, real fruit, caffeine-free when applicable).
• Nutrition Facts, ingredients, volume statement, barcode, recycling/deposit marks, best-by/lot code zone, and standard warnings where required.
• Design must work on direct-printed cans and pressure-sensitive can labels (for limited runs).

Deliverables & specs

Item	Details
Can formats	12 oz (355 ml) standard; 11.2 oz (330 ml) sleek; 16 oz (473 ml) tall
Dielines	Print-ready can art with seam/overlap, rim safety, and bleed; label dielines (PSL wrap) with 3 mm bleed
Print files	CMYK + optional 1–2 spot colors; vector PDF/X-1a + layered source files
Variants	4 initial flavors + 1 seasonal; maintain consistent system with clear flavor differentiation
Multipacks	4-pack & 6-pack carriers (paperboard), 12-pack tray wrap; top + side panels designed
Barcodes	UPC/EAN placement on single cans and carriers; clear quiet zones
Regulatory	Space for Nutrition Facts, ingredients, distributor info, recycling/deposit text; caffeine/content statements where applicable
Digital	E-commerce hero images (front/angled), Amazon-ready PDP set, and social thumbnails
Mockups	Shelf render, cooler door, hand-held can, and 3D spin for each SKU

Production notes (cans & carriers)

• Can printing: Include white underprint where solid colors must block aluminum; avoid hairlines < 0.4 pt and micro text < 5 pt. Keep critical text ≥3 mm from the seam/overlap and ≥6 mm from the rim/bead. Avoid large continuous tints >85% coverage without trap plan.
• PSL labels: 3 mm bleed; specify material (film vs paper), adhesive (wet-strength), and finish (matte/gloss/soft-touch).
• Carriers & trays: FSC paperboard preferred; specify coatings (AQ/UV) and ensure barcode contrast.
• Sustainability: Design for plastic-free carriers; include How2Recycle or local equivalents as needed.

Do / don’t

• Do prioritize instant flavor recognition, clear hierarchy, and strong shelf read.
• Do test legibility on condensation, glare, and curved surfaces.
• Don’t overload fronts with claims; keep to one primary and two secondary callouts.
• Don’t rely on heavy gradients or photo textures that can band or muddy on aluminum.

Success criteria

• Recognizable at 2–3 meters on shelf and compelling at thumbnail size online.
• Consistent master brand with unmistakable flavor differentiation.
• Flawless regulatory placement and scannable barcodes.
• Prints cleanly across direct can print and PSL without rework.

Tone of voice
Bright, straightforward, and welcoming—fun without the fuss; informative without jargon.