Cheerwine is a brand, based in the southeastern US market, that has enjoyed local success for decades. When the push to exploring a more substantial national presence came into planning, lead by their founding family leadership and marketing executives, Cheerwine, based in Salisbury, North Carolina, came to Girvin to breathe a new life into their visual legacy in brand development and packaging design.
Aligning the family notions of heritage in brand story, with the archival references of decades of product imagery, Girvin created solutions that not only reached to the past, but stretched the brand into the future. Retaining the classic elliptical brand mark -- now evolved into new "effervescent" territory, still recalling the spirit of their founding principles, Girvin's design team celebrated the easy spirit of their marketing positioning. The design platforms, coupled with a renewed modernist vigor, create a complex grouping of beverage offerings, destined for even further expansion in the category, possible flavoring extensions, and finally, hitherto untouched US market segments.