Project Overview
Making great mixed drinks can be complicated, but Neon Zebra is here to shake things up with a fresh new take. Neon Zebra is classic, but never stale or boring.
Organisation
Project Brief
With at-home cocktail culture on the rise throughout 2020, the mixer category saw 28% growth. There was an opportunity to break into the mixer category with a fresh offering and reach a new generation of consumers with different mixology habits. Enter Neon Zebra, an option that consumers can feel confident enjoying on a night in, or bringing to a party, pre-game, or game night.
Project Innovation/Need
Neon Zebra is available in familiar flavors like Margarita, Strawberry Daiquiri, Mojito, and Whiskey Sour, which can be mixed with a spirit of choice. Neon Zebra is uncomplicated; it’s not messy or bulky like many traditional mixers can be. Fun, colorful and bold mini cans set Neon Zebra apart from the category competition, proving this is not your traditional mixer.
Design Challenge
To build a strong visual identity for this new mixer brand, the Design Team played up the brand personality to compete in a dry, one-note category. Neon Zebra bursts through with ownable stripes embodied in our zebra characters. The stripes we created are multidimensional, taking on different qualities depending on where they show up. Sometimes, the stripes are bold and graphic, as seen on the packaging. Other times, they are a gradient, like in the paperboard, or they can become an easter egg, as they appear in the product and lifestyle photography.
Each can and drink package features a unique mixed drink recipe, called the Neon Zebra equation. It’s the playful way we explain to our consumers how to make the perfect mixed drink with our product. Each can makes two cocktails, perfectly portioned to share. The garnish images we feature alongside Neon Zebra are simple and easy: a lime slice and some mint add depth. In bold 2D graphics or fun 3D forms, these garnishes help to bring the wild Neon Zebra world to life.
Effectiveness
As a new brand, Neon Zebra is off to a great start. In just six months, it has already become a $1.3 million dollar brand. Neon Zebra is definitely shaking things up in the mixer category.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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