— 06.16.17 —

SHS Designs New SONIC Packaging Encouraging Fans to Explore Customization at the Drive-In

Sullivan Higdon & Sink was recently featured in The Dieline, Packaging of the World and Brand Experience Magazine for its packaging work that makes SONIC Drive-Ins the ultimate destination for customized crave-ability.

  • June 16, 2017

SHS Designs New SONIC Packaging Encouraging Fans to Explore Customization at the Drive-In

Sullivan Higdon & Sink was recently featured in The DielinePackaging of the World and Brand Experience Magazine for its packaging work that makes SONIC Drive-Ins the ultimate destination for customized crave-ability.

SHS created 24 new unique illustrations for the various packaging elements of many different shapes and sizes.  The look is clean and simple, with iconic brand elements — SONIC’s red button, core menu products and SONIC’s playful voice — interspersed throughout.

“Our creative team designed a smart solution that worked across all elements. Bold, yet simple illustrations of iconic SONIC offerings are paired with brief, witty anecdotes to reinforce the unique experience of grabbing something to eat or drink at SONIC. All of this is done in a way we hope brings a smile or a chuckle,” said Creative Director Jon Kowing.

Each illustration is paired with a story to help immerse the customer in the SONIC brand and invite them to explore SONIC’s variety and customizability.

The new designs debuted in April and are set for SONIC’s 2017 Press to Order campaign. SHS has been designing SONIC’s on-lot point of sale since 2013.

“By wrapping the message around cups and bags, we’re encouraging customers to view the entire message. And for those who are hooked, we’ve included small ‘Bite-Sized Wisdoms’ we hope they enjoy discovering along the edges and undersides of elements,” Kowing said. “We may have added a few extra comments in the legal copy that SONIC’s legal department didn’t actually require us to include. It’s our way of thanking anyone who spends a little extra time enjoying their SONIC experience.”

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