New brand for new entrant in the zero-alcohol space

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Strategy

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Visual identity

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Packaging

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Launch concepts

New entrant in the emerging zero-alcohol market celebrating the courage of individuals who choose zero-alcohol social drinking. Primarily catering for metropolitan young professionals, Africa.  ​ 

 

Following in-depth workshops to gain a full understanding the market and operating environment, we defined the brand benefits, position, proposition and architecture. I dug deeper into the concept of 'brave', identifying the Blue Crane bird as a South African symbol of independence and courage.

This gave form to the brand personality, a reflection of the values and promise of rewarding the courage of individuals who make their own choices. ​Courage and independence was embedded into the trademark through then Blue Crane, rendered as a classic symbol to evoke the emotive qualities of classic beverage brands.  ​

 

Individual flair was celebrated through the visual language, reflecting with confidence the social ease of enjoying after work zero-alcohol drinks alongside drinkers of alcoholic beverages. 

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