In spring, a new client approached us with an exciting offer. They had created a new organic drink line, which needed visual identity and market positioning. The key focus was to design a premium product that stands out in the local market and is ready for export to new markets.
Who is the client?
Öun Drinks is the first craft sparkling drink producer in Estonia. They started the business with the desire to make products that value good taste and create a holiday feeling while respecting nature. The company mainly uses local products for their drinks. As their name says [öun means apple in English], apple is the main inspiration and cornerstone of the company. In 2019 the company went 100% organic.
What is a Celebration Drink?
Our first task was to identify the right product positioning before launching the drinks. One of the main inspirations for creating the beverage was the joy of happiness that people have when they get together to celebrate a special event. For that reason, we placed it to the Celebration Drink category, which is often associated with non-alcoholic party drinks.
The marketing budget was quite modest for the product launch. That’s why we only used our social media channels for the advertisement to reach the right target group. The strategy was to create excitement on social media before the launch. We told our customers that a brand-new drink was coming, and we made them guess what it will be.
On the launch day, we published a video highlighting the new flavors and the inspirations behind the Celebration Drinks. In the same week, we kept releasing new materials.
In conclusion, well-written introductions, excellent designs, correctly timed campaign gave us the desired result.
The future of Celebration Drinks
Öun Drinks knew that there is a gap in this section. The local market has not yet realized the potential of non-alcoholic Celebration Drinks that target adults who don’t favor alcohol. Recently, their options were soft drinks, lemonades, or some non-alcoholic beverages, which are often very sweet and not organic.
Visual Identity – Organic and Premium
We wanted to create a design that speaks for itself. It has to stand out from the competition yet has some resemblance to the original CVI. Also, we had to consider the brand values, which are down to earth and respectful to their roots. To create a premium design for the Celebration Drinks was an exciting challenge. In the end, we found the perfect design, which represents all the requests – clean, stylish, and premium.
So could an organic non-alcoholic drink change our drinking culture?
The answer is definitely yes. By creating an alternative drink for alcohol, which is organic, healthy, well designed, and tasty, we allow people to make a better choice for themselves. Now they have an equal drink to put on a party table.