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Spreading the Loverboy

LocationNew York, USA

DeliverablesBrand Strategy, Brand Identity, Packaging, Brand World, Brand Experience, Brand Guidelines

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.

Fresh, fun and frisky, Loverboy was one of the OGs of the American hard tea scene. Founded by reality TV-show Summer House’s favourite couple, Kyle Cooke and Amanda Batula, the brand was an extension of their work hard, play harder ethos.

By turning it into the life and soul of the party, we enabled it to effortlessly scale into different occasions and product propositions over time.

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. 

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.

Applied to the sparkling hard teas first, yet soon to extend across other parts of the portfolio, each range is set to bring to life a different type of good time through their individual take on the Loverboy celebratory vibe.

This effervescent evolution takes the Loverboy DNA and turns it up even louder. Building a cohesive brand that brings the party, spreads the love and ensures there’s good times, all the time.

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