Yes You Can, Yes You Can!
by Chloe Gordon on 09/03/2021 | 3 Minute Read
Now, more than ever, it's becoming more and more socially acceptable to say "no" to alcoholic drinks. Yes You Can is a brand created around the idea of removing the stigma from non-alcoholic beverages. Designed by Marx Design, this is a brand you'll feel proud to hold whether or not you drink alcohol.
The brand's goal was to become a statement of a brand as a whole, so playing into the "can" piece of the design and branding creates both an empowering message and maintains a bold presence.
And while this packaging design holds a lot of power through the vital message it's spreading to consumers and consumer's onlookers; it's still whimsical, youthful, and showstopping—a win-win in packaging design.
Former Olympic athlete Tyler Martin approached us to help realise his vision for a ready to drink non-alcoholic cocktail range. With an initial three products developed for launch, Tyler’s mission is to sell both directly to consumers and through major liquor retailers across Australia. The primary audience is the younger, more social ‘seltzer’ crowd who are looking for healthy alternatives to traditional RTD’s.
Our challenge was to remove the social stigma around non-alc drinks. Non-alc alternative drinks are an emerging category with most early brands to the space taking a ‘worthy’ anti-alcohol stance, further isolating those who chose not to partake – a new perspective is required. Given the challenge above, and the audience we’re talking to, we established early that Yes You Can was going to be a refreshingly positive, inclusive, and non-judgmental brand. The brand name is a statement of intent, referencing the willpower required to cut down, giving you permission to do your own thing, or if you just want to pace yourself by mixing your drinking with a non-alc breather, now you can.
This “statement as brand” concept informed our approach to design. Playing to the ‘can’ pun, the product itself becomes the logo, which is an adaptable 3D can shape used in different orientations in each setting. Like the logo, the approach to the outer packaging was to make it as varied and engaging as possible, where the facings are one of the three words Yes You Can, that once stacked and displayed in a merchandising setting make for a striking presence, amplifying the positive, empowering theme alongside maintaining a premium presence. Informed by the type of cocktail and staying true to the positive intent of the brand, colours are a key graphic asset - vibrant and punchy with strong contrast.