Barq’s is an American root beer brand created by Edward Barq and bottled since the beginning of the 20th century. It is owned by The Coca-Cola Company, which purchased the brand in 1995.[1][2] The brand is notable among root beers for containing caffeine, a trait reflected in its long-running tagline “Barq’s has Bite.”[2]
Design and History
In February 2012, Barq’s unveiled its first packaging redesign in more than 20 years. The new look was designed to pay homage to the brand’s Gulf Coast heritage and its “classically crisp, bold flavor.”[2] While the cans maintained their distinctive silver color, the new design introduced a diamond pattern reminiscent of the drink’s original 1898 12-ounce glass bottle packaging, which was still available in the Gulf Coast area at the time.[2][3]
The 2012 redesign also introduced a new slogan, “It’s Good. Since 1898,” celebrating the brand’s 114-year history.[2] The slogan referenced the year Edward Charles Edmond Barq founded Biloxi Artesian Bottling Works in Mississippi.[3] The redesign was described by Coca-Cola North America’s senior marketing activation manager as presenting “a cleaner, simpler look” that captured the brand’s essence.[2]
Prior to 2012, the product was known as “Barq’s Famous Olde Tyme Root Beer.”[1] The brand’s earlier packaging carried the words “Drink Barq’s. It’s good,” a slogan that appeared on bottles for generations.[3]
The diamond pattern has deep roots in the brand’s packaging history. In 1934, Barq perfected his root beer and branded it in a diamond-shouldered glass bottle.[4] The Coca-Cola Company has noted that Barq’s iconic glass bottles, mimicking the original diamond bottle neck design, remain symbolic of the Gulf Coast region’s culinary scene.[5]
Meaning and Symbolism
The diamond pattern featured in the 2012 redesign was drawn directly from the brand’s original 1898 glass bottle packaging, serving as a visual link to Barq’s Gulf Coast heritage.[2] The slogan “It’s Good. Since 1898” reinforced the brand’s long history and its founding year.[2]
The brand’s identity has long been tied to its caffeinated formula. The tagline “Barq’s has Bite,” used by Coca-Cola after its 1995 acquisition, was a caffeine-related slogan.[3] An earlier slogan, “Ubiquitous. But is it root beer?,” resulted from a federal ruling on the amount of caffeine that could be in root beer.[3]
Typography and Design
No designer or agency has been publicly credited for the 2012 Barq’s redesign in the available sources. The redesign was announced by The Coca-Cola Company, which described the new look as “completely new” while noting that cans would retain their distinctive silver color.[2] The diamond pattern was the central visual element of the updated packaging, applied across bottles and cans.[3]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
