Saltmine Designs V Ice Coffee

Saltmine Designs V Ice Coffee

Frucor Beverages commissioned Sydney brand design agency, Saltmine Design Group, to create a visual identity for its new V Iced Coffee product.

V Energy Drink is synonymous with big brand Energy drinks, and after previously dabbling in the Iced Coffee market, realised an opportunity to offer consumers a great tasting iced coffee that gives that REAL coffee pick-me-up, not just another coffee flavoured milk.

The challenge for Saltmine was to effectively communicate the product proposition to consumers, through the packaging, so that there was no confusion that V Iced Coffee is an authentic iced coffee beverage. Initial research showed some barriers to trial because of the thought of V Energy and Iced Coffee clashing – it is in fact an authentic tasting, milky iced coffee, just with the energy credentials coming from caffeine and guarana, the key energy ingredients of ‘V’.

To combat confusion, Saltmine explored different hierarchy options of V’s iconic green logo with traditional milky coffee cues and exploding coffee beans.


On the back of pack, Saltmine captured V’s imaginative and playful nature by creating coffee bean characters, to explain the proposition to consumers.

Craig Harkness, V Energy Marketing Manager said, “Once again Saltmine have provided us with a winning pack design and we are proud to continue our relationship with them in 2014 and beyond”.

V Iced Coffee will be available exclusively in 7-Eleven from July, with a nationwide rollout planned for September.

Please login with linkedin to comment

APN Outdoor New Zealand Family Dynamics VisionVault Project

Latest News