What seems more difficult to you: creating without constraints or working within a set of guidelines? Some prefer a clear idea of what they’re cooking before they enter the kitchen, and others love using whatever ingredients they can think of to get your dish correct as ordered.

At Sack Lunch Agency, we’re able to offer exactly what you want, when you need it. Whether you need the full package – branding, strategy, creative content, digital design, and in-house printing – or just looking to enhance your extant brand, we’re always excited to think outside the box and make even snack-sized projects stand out as entrees.

That’s why we were thrilled when our friends at Phocus approached us with some unique challenges. Phocus offers zero-calorie caffeinated sparkling water with natural ingredients and flavors. With their brand and strategy already established, Phocus tasked Sack Lunch Agency with designing bus wraps, refrigerator graphics, and tradeshow booths that were as sparkling as their product’s current identity.

Our greatest challenge was creating something special, that breaks industry norms, while still working within the preset Phocus branding guidelines. And each project presented its own individual challenges.

When creating bus wraps, the goal is to create a mobile advertisement that promotes the brand in a simple way, so that anyone who sees the bus can understand the brand in a few seconds or less. (After all, the primary audience will be other drivers!) The graphics should be easily visible, and any copy should be short and sweet. After taking the necessary measurements of the dimensions on the bus, we were able to include the full line of Phocus beverage products, a three-word description of them, the brand name, the website link, and more into a concise, coherent, full-body wrap. The final design was not too busy and took full advantage of the space available, resulting in a sleek and stylish delivery bus that didn’t sacrifice image for utility.

Branded refrigerator wraps, on the other hand, don’t offer much in the way of freedom of creation. They tend to be static, usually with a simple brand name and theme color on the sides. But we wanted to make the Phocus refrigerator stand out so that retail consumers would notice it over any other. So, we used a refrigerator with glass panels all around and printed the Phocus tea leaves logo to go over the glass panel. This way, the design would draw eyes directly to the Phocus beverages on full display within.

We are perhaps most proud of our design for their tradeshow booth. Again, we didn’t want their booth to be plain and blend in with dozens of others in the convention center – we wanted their booth to be crisp, cool, and stylish, just like their brand. Working with these themes, we created ice buckets as a storage table in front and as a display case in the back, designed with pipes that drained the excess water underneath the booth. We designed cylindrical tables and mobile ice buckets as life-size representations of each of the Phocus flavors. The couches wrapped around the booth with cushions that flipped up for convenient storage spaces. And with a roof covering the center area, the Phocus booth served as its own little oasis, offering attendees relief from the moor of dry brands around them.

Reconciling the extraordinary within a benchmark was our own triumph, and the final products speak for themselves. When you’re ready to add some spice to your brand, give us a call.