Loverboy

Services

Strategy
VBI
Packaging

Spreading the Loverboy

On a mission to show the world a good time, we helped Loverboy embolden their master brand and shift from funky challenger to flirty mass icon. Loverboy was one of the OGs of the American hard tea scene. Faced with fierce competition and ambitious innovation plans, we needed a brand that brought the party wherever it went, while being able to effortlessly scale into different occasions across their full portfolio.

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 pack. Each flavour got it’s own unique pattern – inspired by the environment they will be enjoyed. From a rooftop party in New York to an afternoon relaxing by the pool in LA.

Using a blushing hot pink as our masterbrand 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. Evolving the fun and flirty brand voice too helped bring Loverboy to life even further.