The 'WKD' brand reinvented itself in order to shed dated ideas of what sells and to bring a more modern perspective in the alcoholic drinks it offers.
The brand enlisted design agency 'jones knowles ritchie' to create this new identity and the resulting drinks are perfectly suited to target the 18-24 year old demographic that WKD is aiming to reach. Each beverage comes with minimal labeling that vertically reveals the WKD logo, while underneath is a small circular stamp on which the flavor of the drink is shown to the consumer. With flavors such as 'iron brew, berry, passion fruit and blue,' each bottle reflects those with the individual colors of the drinks.
When WKD reinvented itself, it did so in the hopes of appealing to younger demographics that are more attracted to minimalism and modernism -- and the brand managed to do just that.
Millennial-Targeting Mixed Drinks
This Brand Reinvented Its Identity to Target Younger Audiences
Trend Themes
1. Minimalist Alcoholic Beverages - The trend of minimalist and modernistic alcoholic beverages is growing as younger demographics tend to prefer a simpler design aesthetic.
2. Reinvented Brand Identity - Many brands are reinventing their image to appeal to younger demographics and shed their dated ideas of what sells.
3. Color-coded Drink Packaging - Beverage packaging with color-coded designs are becoming popular among younger consumers who enjoy bright, eye-catching designs.
Industry Implications
1. Alcoholic Beverages - Alcoholic beverage companies can target younger demographics by modernizing their designs and offering new, trendy flavors.
2. Design Agencies - Design agencies can help brands reinvent themselves to appeal to younger demographics by creating minimalist and eye-catching designs.
3. Packaging Companies - Packaging companies can cater to the growing trend of color-coded and minimalist designs by offering innovative packaging solutions for beverage companies.