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Packaging design: Mello Yello soda rebrands, returns to its roots

Mello YelloIt’s easy going, it’s easy flowing, and it’s getting an old-school look. Since the summers of disco, tie dye and 1970s cool, Mello Yello has offered a delicious citrus flavor to chill any hot summer day. Starting this summer, Mello Yello is rocking that same smooth taste in a remixed version of the original package design.

“Mello Yello’s fans are passionate about its citrus flavor,” said Sabrina Tandon, Mello Yello’s senior manager of smooth. “We want to thank those fans by making the brand more available and taking it back to its roots with a look that truly captures the original, easy-going smooth of the ‘70s.”

While Mello Yello has been widely available in the Midwest and Southeast United States, it is now spreading the “Mello” state of mind to more areas of the country. Mello Yello fans can expect to find the brand in new places like Philadelphia and the Northwest as early as this summer.

The new look, created by New York-based design agency Stag & Hare, features the original playful tilt of the green and orange logo, but now with the pair of double “L”s strolling off the edge of the can. Bubbles of citrus flavor and stylized fruit images float in the signature yellow background behind the Mello Yello logo. The soft drink will be rolling out with the new packaging in 2-liter bottles, Fridge Packs and 20-ounce PET bottles in all markets, with 16-ounce PET bottles and 20-can packs available in select locations.

SOURCE: The Coca-Cola Company

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