Case Study: Mixed Up Drinks Co. - Rebranding the Non-Alcoholic Cocktail Experience

The Brief

The non-alcoholic beverage market is experiencing explosive growth, projected to reach USD $1.25 trillion by 2024. Seeing a unique opportunity, Mixed Up Drinks Co.—a well-established brand in the alcoholic drinks space—has decided to break new ground by launching a range of non-alcoholic canned cocktails. Aiming to capture the hearts of cocktail lovers who wish to indulge in the flavors of their favorite drinks while staying sharp, the company wants to create a fresh identity for this new product line.

They are seeking a bold, disruptive design that stands out on the shelf and catches the attention of consumers. This new product range will compete directly with established brands such as Fentimans, Fever-Tree, and Belvoir Fruit Farms, making shelf appeal and brand recognition key. The challenge? To create a design that reflects the brand’s core values of great times, good people, always sharing, and being better together while appealing to a more health-conscious, mindful audience.

The Challenge

The challenge was not only to create a standout design that would compete in the competitive non-alcoholic space but also to inject energy and creativity into a market that often feels conventional or overly restrained. Mixed Up Drinks Co. already had a strong identity in the alcoholic drinks industry, which was recognized for its fun, social, and approachable vibe. The task was to maintain that spirit while carving out a new niche for the non-alcoholic range that could blend seamlessly with their current brand, but feel distinct and new.

Our Approach

With a deep understanding of the market and an appreciation for the established identity of Mixed Up Drinks Co., we began by exploring fresh ways to communicate the brand’s values. We knew the new non-alcoholic cocktails had to feel exciting, playful, and modern, yet still premium and sophisticated.

We started with a Style Tile, exploring color palettes, typography, and iconography that balanced the need for freshness and modernity with the brand’s existing identity. The colors had to be vibrant but not overpowering, reflecting the lively nature of cocktails, yet not alienating the more health-conscious audience. We experimented with dynamic patterns and textures, inspired by the ingredients that make each cocktail unique, such as citrus twists for the Gin & Tonic, the sun-kissed orange of the Aperol Spritz, and the cool green notes of the Mojito.

The typography was carefully selected to be both bold and approachable, allowing the product name and key messages to stand out. Custom type treatments and playful yet modern graphic elements were used to create a sense of movement and fun, inviting customers to pick up the can and experience something new.

The Design Direction

The design needed to feel fresh, approachable, and vibrant, but also premium enough to appeal to the growing number of discerning consumers seeking sophisticated non-alcoholic options. The goal was to create a design that disrupted the marketplace, making it clear that Mixed Up Drinks Co. is here to redefine the way people think about non-alcoholic cocktails.

To do this, we used bold illustrations and unique color blocking, creating a vibrant contrast that highlighted the fresh, flavorful nature of the cocktails. Each variant—Gin & Tonic, Aperol Spritz, and Mojito—had its own distinct look, reflecting the essence of each drink. We incorporated dynamic imagery, using abstract, playful elements that tied back to the core idea of “Always share” and “Better together.” Each can was designed to feel like a collectible piece, something you’d want to share at a gathering or keep on your shelf as part of the celebration.

The Final Touch

We then developed three distinct can designs, each customized to represent the core essence of the drink inside. For Gin & Tonic, the design embraced cool blues and crisp whites, capturing the refreshing, invigorating feel of the drink. For the Aperol Spritz, the design incorporated vibrant oranges and yellows, evoking the warm, summer vibes of an Italian aperitivo. Lastly, the Mojito can design featured fresh greens and mint tones, offering a crisp and lively aesthetic that perfectly matched the drink’s flavor.

A strapline was also developed, “Sip the Fun, Keep it Clear,” encapsulating the essence of the product: a sophisticated, alcohol-free alternative for those who want to enjoy the flavors of a cocktail without the after-effects.

The Outcome

The result? A visually striking range that stands apart from the competition. The cans are not only vibrant and appealing but also easy to identify at a glance. The mix of bold graphic elements, vibrant colors, and playful typographic treatments helps communicate that Mixed Up Drinks Co. is about more than just the drink—it’s about bringing people together, creating memorable moments, and sharing great times.

This design direction not only addresses the need for shelf appeal in a crowded market but also repositions Mixed Up Drinks Co. as a forward-thinking brand that understands the shifting trends in consumer behavior. With an emphasis on taste, fun, and mindful drinking, these cans promise to be a game-changer in the non-alcoholic drinks space.

Ultimately, the new range promises to redefine how we think about non-alcoholic cocktails, making them just as fun, flavorful, and exciting as their alcoholic counterparts.

Conclusion: With this fresh, innovative approach, Mixed Up Drinks Co. is set to capture the attention of the growing non-alcoholic drinker demographic, offering them a fun, vibrant, and sophisticated alternative to traditional cocktails—perfect for sharing with great people and creating unforgettable moments.