'hike' Avoids the Use of Cliche Beer Imagery for a Fresh, Bold Look
Laura McQuarrie — January 4, 2019 — Lifestyle
References: bbdo.ua & adsoftheworld
'hike' is the name of a mass-market beer from one of the largest breweries in the Ukraine, as well as a product that has been in circulation for well over a decade and was in need of fresh new beer branding.
In order to help hike better compete with emerging craft beer, cider and hard lemonade products, a bold new identity for the beer product was created. The final product embraces an eye-catching orange scheme and packaging that intentionally avoids the use of cliche imagery like hops, mills and barrels. As such, hike boasts a colorful, minimalist and modern look that has the potential to resonate with beer drinkers of today who are looking for a taste of something new.
In order to help hike better compete with emerging craft beer, cider and hard lemonade products, a bold new identity for the beer product was created. The final product embraces an eye-catching orange scheme and packaging that intentionally avoids the use of cliche imagery like hops, mills and barrels. As such, hike boasts a colorful, minimalist and modern look that has the potential to resonate with beer drinkers of today who are looking for a taste of something new.
Trend Themes
1. Craft Beer - Disruptive innovation opportunity: Create unique craft beer branding that stands out from traditional beer imagery.
2. Cider - Disruptive innovation opportunity: Design innovative cider packaging that breaks away from conventional visuals.
3. Hard Lemonade - Disruptive innovation opportunity: Develop alternative, modern branding for hard lemonade that appeals to contemporary consumers.
Industry Implications
1. Beer - Disruptive innovation opportunity: Reimagine beer branding to attract new customers and differentiate from traditional beer products.
2. Beverage Packaging - Disruptive innovation opportunity: Create unconventional packaging designs for beverages that challenge existing norms.
3. Alcoholic Beverages - Disruptive innovation opportunity: Explore new visual identities for alcoholic beverages to capture the interest of evolving consumer preferences.
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