ROKS&ROLLIK

Mixology for the Millenial

BRAND STRATEGY
PACKAGING STRATEGY
BRAND IDENTITY
BRAND PLAYBOOK DESIGN
COLLABORATORS:
JEREMY DAWKINS, CD
EKTA MODY, SENIOR DESIGNER
CACHO FALCON, ILLUSTRATOR

It’s Saturday night. Your tribe is disappointed in your pre-party choices: choose the ultra-sweet fizzy pre-made mixers or go with heavy bloaty beer? The choice is Roks&Rollik, a new drink created for the millennial who wants to maximize their experience while maintaining control, staying in the zone, and drinking something surprisingly delicious and light.

We set out to create a new-to-world drink, product positioning, innovation pipeline and overall, a brand that lives at the intersection of spirits and beer and focuses on the millennial’s core value: to be different while relying on their tribe for support.

The Identity

The Ampersand

The beauty of the ampersand is it’s flexibility. It obviously refers back to the group/the tribe but as an iconic symbol it stands alone, taking on many different styles, similar to the individual craving to be sophisticated and expressive. Peeking through the front glass, the ampersand takes on unique intrigue and stands out depending on the flavor of the drink. The overall color scheme of black and white is critical in communicating boldness while being the unifier, like the group.

The Illustration

A unique experience

The collage of illustrations within the ampersand are unique to each flavor. The are full of personality, highly engaging in their intrigue and express the brand’s attributes in a way that is completely functional and emotional. They equally elevate and differentiate the brand from current bottled mixed drinks in the market. Each flavor is highlighted by a pop of color and a collage of exciting illustrations created to keep the conversation going.

The Playbook

Strategy, branding and innovation

The playbook is a branded and highly visual book containing the business opportunity strategy, a brand deep dive, top level design principles and design guidelines and additional design concepts for a long-term pipeline of successful new innovation territories.