Hawaiian Punch

Art Director: Luis Fabrega.
Copywriter: Luis Fabrega.
Illustrator: Jake Galloway.
Illustrator: Eddie Kihm.

Description
Hawaiian Punch is the name of a brand of sweetened fruit punch drinks.

Problem:
Hawaiian Punch is an iconic old brand. Is the updated character design of Punchy really an improvement?

Objective:
Make Punchy a cool guy again.