Creating a buzz-worthy brand. A leading global spirits and alcohol brand sought to venture into the non-alcoholic beverage market, targeting a youthful demographic who desired a good time without alcohol. The challenge was to create a brand that resonated with this audience, providing a sense of belonging and becoming a choice they would proudly carry and flaunt.
CREATING
A BUZZ-WORTHY
BRAND
A leading global spirits and alcohol brand sought to venture into the non-alcoholic beverage market, targeting a youthful demographic who desired a good time without alcohol. The challenge was to create a brand that resonated with this audience, providing a sense of belonging and becoming a choice they would proudly carry and flaunt.
The objective was to establish relevance by offering a non-alcoholic option that aligned with the lifestyle and preferences of individuals seeking enjoyable moments without alcohol.
Aha was entrusted with the task of designing a brand identity and conceptualising the packaging for the product.
INJECTING AHA IN THE IDEAS
Discovery 1:
When exploring the alcoholic beverage category, we observed that contemporary consumers were drawn to fun and unique names, not traditional ones associated with lineage and craftsmanship. The emerging trend suggested a desire for names that felt personal and could break away from historical connotations, as exemplified by brands like Bira and White Owl.
Discovery 2:
Non-alcoholic options were often associated with mocktails, and our target audience, the youth, didn’t resonate with the idea of holding a conventional vanilla drink. Recognising this, we aimed to craft an identity projected through packaging that exuded the tonality of a powerful and social beverage, breaking the stereotype.
These insights led us to conceptualise an identity that could generate excitement – a buzz, quite literally. We brought to life the ‘Howling Wolf’ a distinctive choice that carried powerful imagery. Drawing inspiration from the social dynamics of wolf packs, known for their herd mentality, the name embodied the idea of a non-alcoholic drink that brought together a tribe/pack of like-minded people who could have a good time over a non-alcoholic beverage.
TAKING THE IDEA TO THE CONSUMERS
Identity:
The logo, positioned against a white circular backdrop symbolising the moon, incorporated a howling wolf. Much like wolves that howl in packs when the full moon is out, the brand logo established the same message. The design remained faithful to the brand’s name, encapsulating its essence simply.
Packaging:
We envisioned the beverage elegantly packaged in a can, not only for its simplicity but also to evoke a sense of premium quality. The decision to use a can is akin to the excitement of opening a can of beer or fizz, symbolising the beginning of a fun night sans the alcohol.
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