The Brief
How do we translate the lightness of the low-calorie content and natural ingredients into the package design and product name? Heights is all about refreshing, guilt free indulgence. It targets the mindful drinkers while featuring an urban vibe, the heights of the city. Our consumer is the global citizen who enjoys new experiences, trends and city lifestyle. As simplicity is new luxury so is this beverage the pure mix for the sophisticated city taste.
About the product
Heights hard seltzer is an alcoholic drink combined with flavored carbonated water. However simple it may sound this beverage has something special to offer. It contains high quality alcohol brewed in Belgium together with pure water sourced from 365 m deep. Compared to many other alcoholic drinks, hard seltzer is lower in alcohol content, calories, and sugar - and it comes in fours flavors – Zesty lime, Black Cherry, Wild Raspberry, Crushed Mango.
The Solution
The project started with an in-depth strategy defining the occasions and opportunities for the product. The chosen direction was inspired by the energizing metropolises of the world and the name Heights evoked the city life and high aspirations of the urban people. Along with the name development, we also created a unique serving ritual and worked with the blenders to create a flavor profile which can be enjoyed alone or with added bitters, juices or liquors.
The project started with an in-depth strategy defining the occasions and opportunities for the product. The chosen direction was inspired by the energizing metropolises of the world and the name Heights evoked the city life and high aspirations of the urban people. Along with the name development, we also created a unique serving ritual and worked with the blenders to create a flavor profile which can be enjoyed alone or with added bitters, juices or liquors.
The Heights logo typography is inspired by sophisticated lifestyle magazines combined with the unique ice pick element. Whilst the packaging displays icy feel and fruit realness it taps into cocktail world and its drinking occasion. The main color is white which brings the freshness and healthy lifestyle. This is combined with the contrast of black elements bright colors bringing the flavor for each of the four fruit options.
For the key visual we created 2 variants, one with a unique graphical style which reinforced the flavors with bright colors and a second variant with people of the city lifestyle experience.
