Creating a ready-to-drink brand
Sucker Punch | We concepted and designed a low alcohol brand to serve Gen Z’s love of life and desire for convenience.
Among the growing trend of mindful drinking we found that Gen Z imbibes in 20% less liquor than their Millennial counterparts. The catch? Its not about switching to zero-proof. In fact, our research pointed toward a white space in the market—young adults are thirsty for something that’s low in alcohol and big on fun.
We knew early on this would be a slightly spiked punch, crafted for those who dare ot drink differently. After trying 307 unique names, Suckerpunch came to be.
At its core, Sucker Punch covets free spirits. We built a brand whose mission it is to help a generation deflect the status quo and drink different.
Voice and tone
Sucker Punch is more than beverage. It’s a feeling. So we brought that feeling to life with a robust voice & tone guide, and in every touch point along the customer journey.
A bold name needs a fearless graphic language. We created a system big on color and emotive photography. Paired it with clean layouts and added a dash of mischief to resonate with our youthful audience.
To launch Sucker Punch across the US, we took to social and the streets. Our 100% Trouble campaign came to life across OOH and digital placements, including an interactive TikTok filter to help users tap into their inner troublemaker.
3D art direction