Strategy / Copy / Design
Bring back the wacky and wonderful spirit of Shasta, starting at the base of Mount Shasta in Northern California. Mount Shasta is known for its rich folklore surrounding the mountain: a UFO refuelling base, mystical fog, 8ft people underground, reptilian creatures, and a dormant volcano where the lost city of Atlantis resides. The area is the focal point of positive energy and new age healing that has brought many to meditate and experience synergistic adventures.
Studying Shasta's equities, it was necessary to reintroduce the mountain, punchy slogan and flavor variety while leveraging the unique folklore associated with the brand.
The new Shasta packaging features a hypercolor thermal layer with disappearing and reappearing fog as the can changes temperature. Each flavor is enhanced by the folklore creatures and their stories: 8 ft men, reptilian creatures, UFOs, big foot and the healing shaman.
Shasta Fountains would be located at quirky or unexpected events like Drunk Shakespeare, retro car shows, LARP in the Park, Rocky Horror Picture Show re-enactments and Comic-Con. Shasta, it's out there!
Case study in collaboration with Mary DiBiasio, Katrina Ellis, Hillel Hurwitz and Farida Leheta. Project was assisted by Tosh Hall, Global Executive Creative Director at Jones Knowles Ritchie at the School of Visual Arts Masters in Branding program. Mountain men illustrations by Stuart Easton.