Rebranding Packages of Kenyan Beverages Targeting the Urban Youth using Visuals from the Local Fashion culture

Abstract

This study aimed at using visuals derived from local fashion culture in rebranding packages of Kenyan beverages that target the urban youth. These beverages are sold on markets which comprise relatively homogeneous segments of consumers who have distinct lifestyles. Studies on consumer lifestyles indicate that in order to enhance consumer attraction and have a competitive edge, producers need to brand their product packages with aspects of the country of origin. The culture of a society is an example of one such aspect. A pilot study done to establish the use of cultural visuals on existing packages of Kenyan beverages that target the urban youth showed that out of selected sixteen (16) brands of beverages, only 6.25% had designs with cultural visuals on them. This low rate of return indicated the need of applying cultural visuals in packages of brands of beverages that target the urban youth. The local fashion culture of the urban youth was selected as the type of culture for study. New design compositions were created using visuals derived from the selected fashion culture. In addition, new fonts and methods of using texture in design were developed. The new design compositions, new fonts and texture were applied in new compositions that rebranded packages of beverages targeting the urban youth. It is expected that the rebranded packages will have distinctive features of the local fashion culture that will stand them apart from the competitors in the market. This will enhance consumer attraction to the brands and give them a competitive edge.