Design: The Refreshment Club
Project Type: Produced
Client: VACAY craft canned cocktails
Product Launch Location: United Kingdom
Packaging Contents: Craft cocktails
Packaging Substrate / Materials: Outer packs & cans
Project Overview: Creating a new brand in the RTD/Alcopop category. Firstly working with the clients vision and product attributes to sculpt a brand from scratch. Secondly articulating this brand and developing a blue print and personification of the brand. Finally with the positioning and personality creating the brand name and bringing it to life through all required b to b and b to c channels for launch.
The Idea & Positioning: From the distillation of insights gained from consumer research, product & category studies paired with the founders vision we arrived at the idea: Sophisticated yet eccentric. With this positioning we constructed a defined brand through mood, tone, image, and most importantly the role our brand plays in peoples lives: broaden tastes & broaden cocktail moments. Vacay was born as a confident, quirky, sophisticated, unique and stylish new canned cocktail brand taking cocktails out of the bar to new horizons.
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