“We’ve got the liquid, you do everything else.”

It’s your dream brief – come up with the name, brand story, design and brand positioning of a new alcoholic beverage. I thought I had died and gone to advertising heaven.

We were tasked to create the identity for a new alcoholic beverage to enter the seltzer market. As a dry ginger ale and citrus on a classic vodka base, it was tempting more of a CC & Dry audience than one of White Claw but we wanted to give it a distinct Aussie feel. Something that would cut through the thick Aussie heat for instant, light refreshment.

We were inspired the classic Australian adventurer and we wanted a drink that could quench the thirst one would feel in the driest desert. One that captures the adventurous Aussie spirit, a thirst for discovery – a spirit that fearlessly faces the unknown mystery of desert lands.

“ Capturing the adventurous Aussie spirit and a thirst for discovery”

Check out the press here.

IDEA
DESERT DRY, DARK SELTZER

Designer: Emma Conway
Agency: 72&Sunny