In a challenging Anisés market, Pastis manages to engage with the consumer because of its amicable personality and approachability. In 2007, CBA were invited to get the brand’s once powerful status back and make it contemporary again.
Emphasis was placed on the company’s continuous innovation. It was hoped the brand would fight off the apathy about the market in general with the introduction of new and exciting products (Pastis 51 Rosé with red fruit aromas and Pastis 51 Glacial with mint) in 2014.
To retain the brand identity and also to support the renewed emphasis on innovation, significant and recognisable features of packaging were made bigger to make their presence more emphatic. The emblematic ‘51’ took a central position within the overhauled graphic style. This led to a modern, lively and stylized approach. Details on the label were made discreet. Instead, emphasis was placed on the transparency of the glass and the attractive, appealing colours of the alcohol itself. The metallic ring of colour on the neck of each bottle contrasted the traditional silver packaging to denote flavour of drink. However, despite the updated design, imagery and visuals of the brand retained the iconic Piscine glass as part of their campaign to encourage the customary style of drinking.