New brand and launch campaign for zero-alcohol beverage created to shift market perceptions

Brand strategy / brand architecture / Design strategy / visual identity / tagline / messaging / UI / launch / campaigns / packaging design / creative direction

A new entrant in the zero alcohol beverage space, Breva needed a strong and differentiated brand to position themselves against the highly competitive African beverage market.

The brand was purpose driven, building recognition for this from day one was very important to the owners. The brand needed to establish a high level of credibility to support the business owners in their successful listing in Africa’s leading supermarket chains.

I worked closely with the business owners on the brand strategy, value proposition and brand extension framework. We identified the brand essence as ‘true courage is rewarded’, this reflected in the trademark using the Blue Crane, a symbol of South African independence synonymous with valour, or courage. The feathers are used traditionally to celebrate courage and represent peace.

Breva encouraged consumers to ‘rethink malt’ through the bold visual identity and brand messaging. This animated backdrop of richly saturated colour and form was anchored by classic design cues used in the identity and packaging design, which evoke the world of established, classic beverages. This further differentiated the brand against a competitive set that were for the large part contemporary and minimalist in their style.