Sonic Summer Packaging 2023
Role — Art Director, Designer, Illustrator
Services — Packaging design, Photoshoot direction
Challenge — Sonic Drive-In’s annual summer packaging is asked to be fun-filled and eye-catching for the Drive-In’s busiest season.
Concept — Our creative team worked with strategy and created packaging which makes each consumer feel unique, utilizing sticker designs Sonic fans can relate to and feel like they’re a part of a club for recognizing.
Initial concepts included simple headlines and full illustrated scenes, but the unique sticker concept won!
This concept is all about what makes consumers stand out and feel unique, and be able to create their own unique SONIC place.
All five cup sizes have 2-3 color stickers, including a ‘You Hotdog’ hotdog, ‘Feelin’ Saucy’ sauce packet and 50+ more individually designed for each cup size.
In addition to the cup designs, we pitched a blank tumbler and sticker packs for Sonic’s merch for consumers to decorate their own cups and to go along with the promotion of the summer packaging designs.
The Photoshoot.
Sonic Summer Packaging 2023 — Photoshoot
Role — Art Director, Photoshoot Direction
The Ask — Create a unique set of shots to show off Sonic’s summer packaging
Concept — Sonic roadtrip! A summer roadtrip and Sonic Drive-In both have an ingrained car culture. Whether you’re at the beach or having a picnic at the grand canyon, there’s sure to be a Sonic nearby, and what better snack than a milkshake or tots?
All six shots have a still and a video aspect to accompany them. These were taken using a mix of stock backgrounds and foreground elements to make these visuals look realistic. An additional shot with an arm out the window holding one of the cups was created using a rig and a little magic.
Special thanks goes to
Everyone on the Signal Theory Production studio team, including Brian Yates (photographer), Richard Kerr (videographer), Mari Bligh (producer + talent), and Matthew Ogutu (BTS + talent)
Micah Barta and Joe Wilper for help with concepting and organizing the packaging and photoshoot ideas
Eric Liles and Chloë Cloud for their assistance on sticker designs
Madelynne Jones for her strategy expertise
And all the many many people who touched this project, including account and project management, and final artists
