OUR WORK: Smidge
+ beverage Branding & Package Design
When the founder of Smidge approached us about creating the brand for his low-ABV canned cocktail, we were immediately intrigued. With the data showing that younger generations are drinking less than ever, we saw the opportunity to help launch something truly unique in a sea of similar canned cocktails and seltzers.
Brand discovery session
We led the small team through a half-day session to get to the root of their mission and value proposition, compared to their competitive set.
Logo creation
Findings in hand, we created several distinct logo directions and can mock-ups, all of which aimed to immediately communicate the low-ABV value proposition while standing out on the shelf. The Smidge team then shared these with a small consumer focus group to get feedback and hone in on a final direction.
Package design
We created a beverage brand identity that was elevated, sophisticated, and stylish, with a bold color palette and unique illustration style. Seeking a look that would be as unique as the product, we made the unusual choice of treating the three main elements on the can—the brand name, flavor, and ABV percentage—the same. We then translated this design to cans and cartons for three SKUs.
Brand message guide
To help ensure the Smidge team was equipped to grow, we created a Brand Message Guide with all brand and style elements as well as messaging to both retailers and consumers, including the Smidge trademarked tagline “lightly boozy vodka soda.”
All of this prepared Smidge for a confident and successful retail launch.
But don’t take it from us…
“In a sea of options on the shelf you need to make a statement. G+T’s attention to consumer trends, design detail, and creativity speaks for itself. I consider them a part of my team and they truly put you and your brand needs at the forefront to keep your business on track and moving forward. Thank you, G+T, you’ve been a smidge more than amazing!”
—Adam O'Connor, founder, Smidge Beverage Co.
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