Our task was to attract new consumers and reinforce Passport's unconventional, free-spirited, and innovative personality. Informed by insights from urban consumers seeking refreshing, easy-to-drink alternatives for shared enjoyment, we set out to craft packaging that resonates with this audience.

By understanding Passport's main assets and being inspired by flavoured drinks category and street culture, our design reflects the brand's ethos of openness and adventure. The result is packaging that not only recruits new consumers but also strengthens Passport's reputation as a vibrant and innovative player in the spirits market.