Noted: New Logo and Packaging for BON V!V by FCB Chicago and Adam&Co

“The Little Mermaids”

New Logo and Packaging for BON V!V by FCB Chicago and Adam&Co

(Est. 2013, originally named SpikedSeltzer) BON V!V (yes, that is the official spelling) is a brand of hard seltzer, considered to be the first to ignite the market in that category (now dominated, at least in recognition, by White Claw). Originally an independent company, it was acquired by Anheuser-Busch InBev in 2016 and renamed in 2019 to Bon & Viv which is a shorthand for the names of the two mermaids that appear on the packaging, Bonnie and Vivian.

Design by
FCB Chicago (Chicago, IL)
Adam&Co (Boston, MA)

Related links
BON V!V Twitter announcement

Images (opinion after)

New Logo and Packaging for BON V!V by FCB Chicago and Adam&Co
Logo.
New Logo and Packaging for BON V!V by FCB Chicago and Adam&Co
Old cans.
New Logo and Packaging for BON V!V by FCB Chicago and Adam&Co
Can, before and after.
New Logo and Packaging for BON V!V by FCB Chicago and Adam&Co
Can detail.
New Logo and Packaging for BON V!V by FCB Chicago and Adam&Co
New cans.
New Logo and Packaging for BON V!V by FCB Chicago and Adam&Co
Product line-up.
New Logo and Packaging for BON V!V by FCB Chicago and Adam&Co
Cases.
New Logo and Packaging for BON V!V by FCB Chicago and Adam&Co
Hero shot.
New Logo and Packaging for BON V!V by FCB Chicago and Adam&Co
Illustrations.

Opinion
I really liked the old identity and packaging designed by Bullish and, given that I’m not a hard seltzer kind of person, I wasn’t aware that the old look wasn’t more than a little over a year old. It seems like it had been like that for a while, given how tightly presented everything was. I liked how ornate the old logo was, giving priority to the illustration and embedding the flavor of each drink in the area above the trident. The new logo (and packaging) is a drastic change and it’s quite surprising to be honest — I imagine it had to do with the amount of competing brands that tried to emulate their look. Dropping the ampersand, the name is now a more neat 3-and-3 letters which the logo nicely exploits by stacking the two words and creating a strong central element through the neatly centered “O” and “!”. Golf clap for the designers to make “BON” feel as symmetrical as “V!V”. As much as I like it as a typographic statement it feels out of place for this drink and I question whether they needed to keep the two mermaids at all, given that they are now the equivalent of a footnote. The old cans were great, with the wave motif at the bottom, strong illustration in the middle, and subtle name branding at the top. The new cans lose all the vibrancy and energy and replace the fun mermaid illustrations with some old-timey fruit illustrations that have no evident visual relationship to the logo. To its credit, the logo does have great impact on the can but the overall result feels so different from the vibe they had successfully established. The cases with the mermaids behind the logo is such a weird move and those boxes feel more like fruit crates than fun, fizzy, boozy, flavored water. Overall, a bit of a head-scratcher this one.



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