Brief
Reinvent the alcopop brand 'Sourz' to appeal to a new audience using the 7 deadly sins.
Insight
Sourz has become a worn out brand and highly associated with teenagers and a joke amongst other alcoholic beverages.
Solution
Play upon 'the joke reputation' to make a new range of 'sins' which apply to all stages of a night out to make the drink fit into with peoples pre-drink and clubbing routine.
Branding
I have simplified the original brand mark by removing the fruit shape from the 'o' and given it equal kerning.
The range uses a number and colour coded system to make the ordering and remberance of each flavour easier whilst in the supermarket or at the bar. E.g. "I'll have a No.3 please, Sourz the purple one please."
Packaging/Glassware
The bottle is an upside down double shot glass with a screw lid. The glassware is to create fun in the consumption of the drink as well as be a collectable item as it can be reused.
Advertising
Consumers of the drink or bar staff can further promote the range whilst they are at parties or out in town by wearing the sin they believe applies to them. The shirts will act as an ice breaker in social situations for those who are wanting to meet new people, whilst promoting the brand by engaging in peoples curiosity.
Stickers using a gradient fade can be applied to mirrors in the toilets of pubs, bars and clubs to create an emotional connection between the consumer and the Sourz range using common idioms.
Thanks for looking!
