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75The stereotypical Aussie bloke of the 1970s and%u00a01980s had a beer gut, maybe smoked Winnie Blues, and definitely cracked a tinnie at the end%u00a0of the day. In stark contrast, the active man of the%u00a0 times was a sinewy figure with a wellgroomed moustache who wore short shorts and a tight singlet, and swapped the beer for a lemon drink called Solo.Solo, released by Tarax in 1968 as a version of the much-loved lemon pub squash drink, had a new owner (Cadbury Schweppes) by the 1970s and an equally new, moustached ambassador: the Solo Man.The Solo Man quickly became a fixture on our TV screens. He could seemingly tackle any sport or situation thrown at him, but his sweet spot was always navigating rapids in his kayak and then being so parched that he needed a sweet drink. Solo traded hard on the slogan %u2018light on the fizz so you can slam it down fast%u2019 and, despite fizz being the major attraction of a carbonated beverage, the campaign was incredibly successful, and Solo found its way into our national consciousness.While the Solo Man got all the glory and only a bit of the fizz, the designer of the Solo can and logo remains largely unknown. Californian-born Les Mason moved to Australia in the 1960s and, with his passionate and professional approach to graphic design, he helped elevate the industry while also managing to punch out the drawings for one of our most loved beverages. Sure, most Australians are more likely to drink it after eating a pie than after launching a canoe o%u00a0 a waterfall, and it%u2019s certainly never going to win itself any Heart Foundation ticks, but it remains a living relic of male-focused marketing in the 1970s and 1980s. The yellow can may have been tweaked over the years, but it is still one of our most recognised pieces of graphic design.YEAR 1968DESIGNER Les MasonMANUFACTURER TaraxSure, most Australians are more likely to drink it after eating a pie than after launching a canoe off a waterfall, and it%u2019s certainly never going to win itself any Heart Foundation ticks, but it remains a living relic of male-focused marketing in the 1970s and 1980s.