Hop-Infused Vyne Intrigues With A New Take On Sparkling Water
by Rudy Sanchez on 06/16/2020 | 3 Minute Read
Sparkling water has grown in popularity over the past few years, seeing an 11% increase in growth between 2013-2018 as consumers seek out healthier and functional hydration. As consumer interest grows, the category has expanded beyond flavored fizzy water, including CBD sparkling water, tree water, and, of course, water loaded with THC that will get you high.
The folks at Molson Coors have taken their love of hops and infused it with sparkling water, which imparts a complex flavor profile not found in typical seltzers or carbonated water called Vyne.
Agency BrandOpus helped Molson Coors create the visual identity and packaging for Vyne, starting from the ground up, including the name. What's more, the agency found itself in a unique space by developing the branding for a new line in a nascent subcategory of carbonated water. Sure, there seems to be a new sparkling beverage released every week, but this one that derives its punch from hops and is non-alcoholic, positioning itself as the non-boozy White Claw with a floral kick.
"Primarily, we wanted [the design and branding] to match the curious nature of the drink itself and bring a sense of mystery and intrigue to the sparkling water category," said Maddie Freestone, lead designer at BrandOpus. "At the same time, the brand also needed to make sure it was still driving refreshment and natural cues."
The cans’ labels are dominated by nature motifs, a nod to the hops and botanicals that give Vyne sparkling water its flavor. Different flavors get distinguished by a contrasting accent color; “The Citrus One” sports a yellow flare, “The Herbal One” uses a mint green shared by the brand’s logo, and “The Floral One” features a blue hue. Additionally, the logo found inspiration in a historic symbol of lush vegetation and man’s coexistence with nature, The Green Man. The legendary creature endures across several ancient cultures, representing rebirth.
"The symbol’s metaphor was perfect for this new product made from hop extracts and botanicals," said Paul Taylor, chief creative officer at BrandOpus. "The Green Man, as a pagan symbol, speaks to the brand’s ability to reignite a sense of curiosity and to explore a bit more of the wildness at the heart of life. It can elevate consumers from the mundaneness of water and soft drinks and bring a bit of vitality to the every day."
Although hops are commonly associated with beer, Vyne isn’t necessarily a no-booze alternative, but instead, an alternative to typical sparkling water. Molson Coors is hoping that Vyne will intrigue sparkling water drinkers with their distinctive take powered by the complexity and boldness of hops and natural botanicals.
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The GRO Agency