Diadeis decided to focus on the heart of the Orangina brand, its logo, using it to come up with Miss O!
Miss O! is a vibrant and enthusiastic young woman who’s always smiling, just like the packaging smiles at customers in store! This involved more than simply customising Orangina to appeal more to women by adopting a few standard physical attributes; it meant conveying a whole new attitude. The sketch that transforms the Orangina logo into Miss O! is symbolic of young women's casual, flippant doodlings on their favourite magazines. This type of tarting up constitutes a fairly bold move for a designer, and one not without an element of self-deprecation. In all, it enables Miss O! to identify with modern, active, city-dwelling women who like to stay healthy without missing out!
Miss O! was then rolled out in two additional flavours. With its blue, orange and pink tones, this colourful range adds a unique, refreshing touch to the shelves. Diadeis also produced a collectors’ box set in conjunction with the illustrator Soledad, as well as press releases for the launch of the new range.
Its unique identity was respected, its shelf impact strengthened, it was given more brand clarity and is now an up-to-date brand.