Leaning into stereotypes is a terrific way for brands to generate a good deal of buzz. It makes a statement, reframes the narrative, and creates a level of confidence that dancing around the subject never could.

Thirst Craft recently worked with Buzzkill, a new alcohol-removed wine, to create a brand identity, packaging, brand world, and brand guidelines. The result quickly captures an irreverence and attitude around the world of non-alcoholic beverages, especially for those who love drinking wine but hate the hangovers it inevitably brings when you go full-beast mode.