在任达华和吴君如演绎的电影《岁月神偷》里面，如果你注意细节就能看见那个年代的可口可乐标识。不得不承认，这是一有历史的品牌，你能从那一个小瓶子里面去感受到曾经的情感。有些关于颜色的记忆也是如此。可能70年代流行的色彩已经被我们遗忘，再次拿出来，更是另外一番滋味。
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旧的包装设计
新的包装设计
MELLO YELLO的起源 ——柑橘饮料突现复古图形
（2010年6月8日，亚特兰大）它很随和，很容易流动，有着一个老派的外观。从夏日的迪斯科，万圣狂欢节和70年代的凉爽气息，炎炎夏日里Mello Yello带来了美味柑橘的凉爽风味。从今年夏天开始，Mello Yello口味升级，相同包装设计的混合口味仍然保留着原有亲切细腻的口感。
“Mello Yello的粉丝们也对柑橘味道充满浓厚的热情，大家都非常期待”，Mello Yello的高级经理萨布里纳坦登说。“我们要感谢这些粉丝，使我们的品牌得到更有效的发展，真实地回归传统，敏锐地捕捉到了70年代的亲切感。”
Mello Yello已遍及美国中西部和东南部地区，现在正将“Mello”的品牌精神发展到更多地区。早在今夏，粉丝们期盼Mello Yello品牌出现在更多的地方像费城和西北新区等。
新的品牌面貌，由纽约的设计公司Stag & Hare操刀，标志特点是很休闲式的，打破常规的整体倾斜，色彩上采用了绿色和橙色，两个字母“L”采用了出血的形式。柑橘水果的风味和风格化的图像好像泡沫一样漂浮在Mello Yello标志后面的黄色背景上。饮料在所有超市里将推出2L瓶、软包装、20盎司和16盎司的PET塑料瓶装以及20罐的组合装。
Retro for Today
Challenge. How do you spread the love for a drink that's steeped in the 70's, one with a very small but loyal following?
Solution. You leverage the love for this retro beverage by developing packaging that is reminiscent of the original packaging, yet updating it with more appealing taste cues.
MELLO YELLO RETURNS TO ITS ROOTS
Citrus Soft Drink Breaks Out Retro Graphics
ATLANTA, June 8, 2010 - It's easy going, it's easy flowing, and it's getting an old-school look. Since the summers of disco, tie dye and 1970s cool, Mello Yello has offered a delicious citrus flavor to chill any hot summer day. Starting this summer, Mello Yello is rocking that same smooth taste in a remixed version of the original package design.
"Mello Yello's fans are passionate about its citrus flavor," said Sabrina Tandon, Mello Yello's senior manager of smooth. "We want to thank those fans by making the brand more available and taking it back to its roots with a look that truly captures the original, easy-going smooth of the '70s."
While Mello Yello has been widely available in the Midwest and Southeast United States, it is now spreading the "Mello" state of mind to more areas of the country. Mello Yello fans can expect to find the brand in new places like Philadelphia and the Northwest as early as this summer.
The new look, created by New York-based design agency Stag & Hare, features the original playful tilt of the green and orange logo, but now with the pair of double "L"s strolling off the edge of the can. Bubbles of citrus flavor and stylized fruit images float in the signature yellow background behind the Mello Yello logo. The soft drink will be rolling out with the new packaging in 2-liter bottles, Fridge Packs and 20-ounce PET bottles in all markets, with 16-ounce PET bottles and 20-can packs available in select locations.
