Sierra Mist is rebranding its target market, point of view, brand character, and description. The rebrand will target both young people and adults. The new point of view will use subtle, bold and appealing designs. The brand character will be classic and traditional with a modern twist, portraying the beverage as natural and refreshing without being overly confident. Sierra Mist will return to its original name and bring back a wholesome feel while retaining its refreshing appeal, standing out without overwhelming viewers.

1. Rebranding Project Brand Research
BRAND: Sierra Mist
existing logo:
packaging:
color palette:

2. Target Market
Current Target Market for this Product:
The current target market is young people, ranging from teenagers to young adults in their 20s.
Rebrand Target Market for this Product:
The rebrand target market will include young people as well as adults.

3. POV
Current POV for this Product:
The current POV is an attempt at being modern and contemporary. The
current efforts seem to reach to high in an effort to be exciting and catch
the attention of shoppers.
Rebrand POV for this Product:
The rebrand POV will use more subtle designs that are both bold and
appealing.

4. Brand Character
Current Brand Character for this Product:
The brand comes across as being too loud and obnoxious in its approach.
The new name, Mist TWST works to be fun and playful, but makes the
beverage appear artificial.
Rebrand Brand Character for this Product:
The new brand character is classic and traditional with a modern twist. It
advertises the beverage as natural and refreshing. It it well-spoken and
confident, without being overly confident.

5. Brand Description
Current Rebrand
Artificial
Weak
Boring
Unappetizing
Natural
Bold
Refreshing
Tasty

6. New Brand Character Narrative
Mist TWST will return to its traditional name, Sierra Mist. It will rectify the
efforts to simply be fun and graphical. Instead, Sierra Mist will bring back
a wholesome feel that retains a refreshing appeal. Sierra Mist will stand
out without overwhelming the viewer. This brand will become a
household name and be desired and purchased by teens and adults, alike.