Project Overview
While the local hard seltzer market has steadily been growing, it’s been the international giants and local breweries capitalising on this new opportunity. Until now.
Here’s how we partnered with Mode to launch a small batch Australian-crafted hard seltzer for those who appreciate the finer things in life. Not just another low-cal drink for those interested in 6-pack abs and partying till the sun comes up.
Project Commissioner
Project Creator
Team
Matt Newell - CEO
Chris Scott - ECD
Reeshma Bhanji - Creative Director
Genevieve Read - Senior Designer
Alex Edwards - Co-Client Services Director
Renaud Frise - Head of Digital & Technology
Jordan Banco, Chloe Geggus & Pat de Silva - Project Managers
Project Brief
This year we had the amazing opportunity to bring Mode to market. Starting with a few potential flavours and understanding of the founders' ambitions, we worked from a blank sheet of paper to develop the name, strategy and market position, branding, packaging, website and advertising for this entirely new product.
Project Innovation/Need
As a name, MODE represents the unique manner in which something is experienced. As a brand, MODE seeks to capture this moment through bold flavours and a bespoke aesthetic. Using sensory triggers, we built an enigmatic narrative to sit with each flavour – to draw out an idea or thought while creating a story that aligns with each product. Our goal was to entice customers to engage and savour the product for what it tastes like and what it represents – a bespoke Australian creation designed to curate an experience through a strong brand message.
Design Challenge
There were three key challenges we tackled with this brief:
1. We had to create a brand from the ground up that instantly felt different from all other Hard Seltzers on the market - and had to move fast to get this unique product into a highly convergent market.
2. We had to create a brand that justified and reinforced the premium nature of the product, while also feeling inviting in order to encourage trial.
3. Our team was operating with much smaller budgets than the global players flooding the market. We had to work smarter, not harder, at every step of the way.
Effectiveness
While Mode has only just been released, coinciding with the Sydney Good Food & Wine Festival, initial feedback has been exceptionally positive. The product is now available online via the Mode website and the founder, Michael Clifford, is currently negotiating distribution deals.
“When I sit back and think about what I wanted to achieve and what I initially spoke to The General Store about, their team absolutely nailed it. I could not be prouder of the brand we have brought to life and the early feedback I have been getting on the brand is amazing” - Michael Clifford, CEO
Graphic Design - Identity and Branding - Food
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details