Project Overview
Building on category growth of Hard Seltzer success in North America, St Andrews Beach Brewery (SABB) released their own alcoholic Seltzer range utilising facilities already found on premise and leveraging their access to unique water supplies and locally grown ingredients.
Project Commissioner
Project Creator
Team
Amber Bonney - Founder, Executive Creative Director
Brian Rodrigo Llagas - Design Director
Liz Archer-Fisher - Senior Account Manager
Matt O'Connor - Senior Creative Artworker
Photographer - Chris McConville
Brand Marketing - Tim Purchase
Project Brief
This marked an exciting new chapter for the provincial brewery with its first non-beer product innovation. With the category in the Australian market only emerging, education and product development was a key priority for the SABB team as they engaged industry experts to help bring their vision to life with a uniquely refreshing wellbeing-focused proposition. The Edison Agency were engaged to create a brand story, name, identity system and packaging design for the range that would sit independently to their beer portfolio.
Project Innovation/Need
The design outcomes are minimalist and crisp - the light and contemporary design captures the sensory flavour cues of the artisan seltzer - bright white, zesty and refreshing. The Summer’s are long down in St Andrews Beach - fun, hot and a reminder of what life is really about - surfing, good food and friends. The new alcoholic Tidal Artisan Seltzers are not what you would expect - a dash of flavour, low in sugar and the ultimate refreshment when Summer is vibing and you are sick of the sweetness of wine, cider and vodka!
Design Challenge
- To develop a modern, fresh and refreshing design system that is gender neutral and appealed to a youthful audience
- Communicate the unique product benefits via brand story, name and design using semiotics linked to refreshment, summer lifestyle and wellbeing.
- Highlight health benefits of the product without compromising design - low sugar and carbohydrates being a core reason-to-believe in the proposition that sets it apart from the competitors
- Link the range story to St Andrews Beach Brewery masterbrand (using an endorsed system) leveraging its credibility as a provincial brewer, produce grower and hospitality venue.
- Created a category alternative to higher sugar ready-to-drink spirits, beer and cider alternatives
Effectiveness
Inspired by the beautiful coastal environment of St Andrews Beach and endless sunny days of the Australian Summer, Tidal Artesian Seltzer is a refreshing tribute to Summer and the provincial coastal lifestyle. Naturally brewed using pure water from the St Andrews Beach brewery underground spring and blended with just a dash of citrus zest for a low-in-sugar alcoholic thirst quencher. This product is solid on tap at the brewhouse, on-premise at selected craft venues and is stocked in major retail liquor stores.
Note: sales data not available at time of publication due to recent launch of product into market.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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