Upmarket London soda brand Square Root is moving into ‘upside down’ cans.
The brand has poured its Lemonade, Cola, Ginger Beer and Rhubarb Soda into a new 250ml format, with its logo and product stickers appearing both ways up on the cans. This means the cans (rsp: £1.60) must be stored upside down on shop shelves and in fridges for the flavours to be read.
The labels were initially printed upside down as an accident, said the brand. “When we first saw the designs for our new cans, we were horrified,” said Square Root co-founder Robyn Simms.
However, “we came to realise this terrible design faux pas presented an inadvertent solution to the problem of the natural sediment in our drinks”.