Molson Coors Champions Self-Expression With New Hard Seltzer Brand Three Fold
by Chloe Gordon on 06/24/2021 | 2 Minute Read
When you thought there couldn't be a new hard seltzer brand to hit the market, Molson Coors Beverage Company releases their new brand Three Fold. The difference? This brand is focused on the UK and western European markets. The packaging design is crisp and clean, and the color featured on the front reflects the bold tastes within the aluminum can. Inspired by the idea that identity isn't a set theory, the bold, minmal, and dynamic visual system applauds self-expression through the power of threeness.
Molson Coors Beverage Company is on a mission to dominate the UK and western European markets, with its new hard seltzer brand Three Fold. In stores now, the beverage giant has unveiled a multi-dimensional identity for the bold brand, which has been created for people who ‘flow their own way’. Global brand-led creative agency BrandOpus has developed the brand strategy, positioning, and striking visual identity.
Whilst the US hard-seltzer market has grown rapidly, the UK and western European markets are still in their early stages. With the launch of Three Fold, Molson Coors are hoping to deliver a market-leading proposition. It’s made of three simple elements; sparkling water, natural fruit flavour and alcohol, which fold majestically together to craft a crisp and clean seltzer that’s light in flavour and big on taste. The BrandOpus team were briefed to create a disruptive brand that would appeal to a legal drinking age Gen Z target audience and take ownership of the category.
A deep dive into the category highlighted that brands were congregating around similar aesthetics. BrandOpus’ biggest challenge was to retain familiarity by adhering to conventions yet disrupt the growing market – coding the category quickly and gaining instant impact. The new identity has a multi-faceted personality that reflects its audience approach to life as well as the product’s three components and flavours. Rooted in the idea that identity isn’t a fixed concept, the confident, clean, and energetic visual system celebrates self-expression through the power of threeness.