Disrupting the liqueur category
Role
Brand Development
Copywriting
Art Direction
Design
UNderstand/analyse
The consumer-facing liqueur category has long been seen as traditional, with many longstanding brands that follow similar visual cues. The team at Pinnacle Drinks identified this as a unique opportunity, tasking us with breathing new life into the category by creating an edgy and youthful master liqueur brand. With a competitive price point, the goal was to create mass appeal to all mainstream Millennial and Gen X consumers looking to build out their cocktail kits.
POSITION
Liqueurs are a product that have a long lifecycle, used in small doses to create delicious colourful cocktails. As a result, they often become part of your kitchen or dining room décor. By modernising the category, we looked to position the brand as modern and exciting, one that younger drinkers would be proud to showcase in their homes.
BRAND PROMISE
The perfect curation of colour & flavour
Ideate
Led by the unique range of colours and flavours that Pinnacle Drinks had created, we looked to develop a name that heroe’d the products on their own while also encouraging consumers to channel their inner mixologist. We landed on the name Chroma Lab, with nods to both colour and the science behind mixology.
Looking to leverage the colours of the range as much as possible, we then worked to create a logo and label that could work seamlessly across multiple SKUs, with the colours of the liqueur working in tandem with the design.
Once the design was finalised, we developed a range of cocktail recipes to feature on the labels, demonstrating the flexibility and potential of all the liqueurs in the range.
PLAN / Implement
The Chroma Lab design has been applied to 16 different SKUs – a testament to the ability of the label and brand to work with multiple different colours. You can find the Chroma Lab range popping off the shelf in Dan Murphy’s and BWS stores throughout Australia.
