Roks&Rollik

AB-in-Bev was looking to grow its pipeline by disrupting the world of mixed drinks with a new-to-world masterbrand aimed at millennials. To create and recommend a completely new beverage, it was our duty to understand this new tribe of young adults, their social lives, drinking rituals, pain points, and unmet needs. What we uncovered is that Millennials lean into their crew heavily so they have the confidence to bring their authentic true selves to the table - they aspire to be different while relying on their tribe for support. During a night out, they want to maximize the experience while maintaining control and staying in the zone. The opportunity we saw for our client was to create a drink living at the intersection of spirits and beer that would inspire individuals to confidently stand out with fitting in with their chosen crew.

Grounded in the research of our millennial audience, this new drink had to be a visual representation of this individual in the pursuit of the extraordinary. The overall color scheme of black and white is critical in communicating boldness while being the unifier, like the group. The back label, seen through the front of the bottle, is a highly illustrative and stylized ampersand. The beauty of the ampersand is its 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. Each flavor is highlighted by a pop of color and a collage of exciting illustrations created to keep the conversation going.