The alcohol market desperately needed a new innovative product beyond the typical wine, beer, and cocktail products. Boston Beer Company delivered with a new product that blurs the line, enter BEVY, a hard sparkling refresher. With packaging designed by Thirst Craft, the vibrancy and optimism is quickly noticed through design inspiration from the enthusiasm of the Nothern Lights. Plus, the oversized and bold logo quickly makes a lasting impact.
As the US alcohol market was evolving and diversifying at a stratospheric pace, expanding beyond beer, cocktails and canned wines, the category was avidly longing for fresh innovation.
With limited competition in the space, the Boston Beer Company wanted to spearhead the growth and fame of a new niche, blurring the lines of FMB (flavoured malt beverages) and pre-mixed cocktails to create a nationwide iconic drink that speaks to the flavour adventurous in search of new experiences.
Originally concocted by the Finnish Government as the tipple of choice for the ‘52 Summer Olympic Games, the Long Drink soon became a treasured national cocktail. Blending Finnish botanicals, citrus, and alcohol, this sparklingly-cool drink is as refreshing as it is sessionable.
As part of their ongoing partnership with The Boston Beer Company, Thirst were brought in to shape the new brand, from strategy to identity, working closely with the client’s innovation and in-house design teams. The aim was to create a brand narrative that speaks to the modern joy seekers, while paying homage to the long drink origins alike.
“Working with the innovation team we knew we had to move fast from sprint to shelf, yet defining the right strategic and design foundations was crucial in order to build a successful, iconic and enticing drinks brand” says Alina Pi?rvu, Strategy Director at Thirst.
The approach took inspiration from Finland’s reputation as one of the happiest countries in the world – a widely known accolade. Rooted in the insight that happiness hides in simple everyday moments and inspired by the awe-inspiring effervescence of the Northern Lights, BEVY Long Drink aims to bring a new edge of optimism, vibrancy and fun to the canned drinks space.
Channeling the iconic Scandi simplicity, an audaciously crafted BEVY type is offset by the spirited vitality of the flavour-full lights and the crystal cool blue brand palette. Together creating an expression that stands out proudly at shelf.
Dynamic and stimulating, the brand colours come alive across the brand world, balancing instant brand recognition with bright excitement, transporting you to a refreshed state of mind.
In a space where stripped-back purity is yesterday’s trend and try-hard aesthetics no longer cut it, BEVY aims to reimagine the codes of refreshment with optimism, vibrancy and fun. With only a few months on shelves, the brand is in for the loooooooong game, already making waves and crushing competition along the way.