Kyle’s persona and visual identity were central to the success of Summer House and bringing this out through Loverboy’s visual identity was a key objective of the project. The life and soul of the party, we took the existing Loverboy DNA and turned it up loud. Bold in spirit, loud in style (just like Kyle’s wardrobe), Loverboy is never afraid to steal the show. We took a go big or go home approach to our distinctive wordmark, giving it a dramatic drop shadow and evolving it to sit centre stage on the pack. Each flavour has its own unique pattern – inspired by Kyle’s style and personality and the environment they will be enjoyed in, from a rooftop party in New York to an afternoon relaxing by the pool in LA.

Using a blushing hot pink as our master brand colour, we bolstered Loverboy’s brand assets with a monogram, heart icon and suite of playful stickers and patterns to spread the love even further. The new visual identity was rolled out across OOH, on-trade, off-trade, digital and event guidelines.

“This refreshed new look, increased availability, and further diversification into new areas through our RTD spritz and cocktail ranges can propel Loverboy to become an icon of America’s drinks market – and that’s what we’re aiming for. Beyond the work Thirst completed for Loverboy’s packaging, they’ve helped us dial into a new aesthetic standard that embodies the Loverboy spirit and can permeate all our brand touchpoints.”

Amanda Batula, co-founder and creative director