Overview
Springs Spiked Punch is a product born in the R&D department of a beverage company working to diversify their offering for a changing landscape. Low and non-alcoholic beverages are on the rise due to changing consumer behavior around alcohol use. Consumers noted reserving alcohol use to special occasions while also shifting their tastes toward intriguing flavors and premium quality ingredients. Our client recognized the need to respond with more innovative product.
The Brief
Our client shared the product concept and strategic positioning as a springboard, nothing more. The ask: take this idea from concept to shelf-ready brand. After sifting through audience insights, cultural and consumer trends, and product features, work began to build a story, visual identity and packaging designs.
Crafting the Story
Low ABV + special occasion + quality ingredients = a recipe for drawing a crowd who are looking for a feel-good experience meant to be shared among friends. The product format and formulas helped narrow in on a story inspired by nature, sociability, and bit of punch history. Traditionally, a ‘punch’ cocktail was limited to five ingredients and made in large batches for easy dispensing. The larger 3-liter format is reminiscent of the classic party punch bowl’s ability to bring people together. And finally, the premium fruit and botanical infusions led us to find a name that captured the notion of a natural source bringing goodness and liveliness to its surroundings.
Designing the Visual Identity
The logo and packaging art direction for Springs Spiked Punch draws inspiration from crystal-cut barware blended with fruit and botanical imagery customized per recipe. It’s a purposefully simple approach that is bold and approachable. The design balances premium and playfulness, offering consumers something to crave while being easy to understand in a crowded shelf.
The Outcome
This project helped our client clarify product positioning, visualize market readiness of such a concept, and ultimately support internal decision-making leading to a strategic pause on additional investment.
They were pleased with the work we did to give their product a brand foundation should they ever wish to revisit this innovation opportunity.
Cheers to that.
