Just Hard Squeezed

Services

Strategy
VBI
Packaging

Making RTD’s More Juicy

Asked to collaborate on Boston Beer Company’s latest innovation venture, we created a new to world brand to squeeze more joy out of the RTD category. The popularity of RTD’s in the US has continued to snowball, creating a huge amount of competition and product innovation. Yet BBCo spotted a gap for a non-carbonated, real fruit ‘hard juice’ that could tap into consumers’ desires for sessionable enjoyment without the bloat, and with a natural edge.

We started by casting our nets wide. Exploring several high-level proposition territories we could take the brand into based on consumer insights and trends. Naming was critical and once we landed on the bold, simple, clarity of ‘Just Hard Squeezed’ it was clear the creative execution needed to be as immediate to bring the natural refreshment of the proposition to life.

We created a brand strategy, identifying our ‘Squeeze Squad’ consumer who lived to seize every opportunity to squeeze the most out of life and established ‘Make Moments More Juicy’ as our creative platform. For design, this meant viscerally recreating the feeling of biting into a fresh, ripe piece of fruit. Squeezing every last drop of juicy goodness out of our brand marque, type and ingredient depictions. Creating a fun yet imperfect pop-art inspired world that dials up the taste and tempts with unapologetic, thirst-quenching juiciness.