There are people who love alcohol. They enjoy the taste. They never get hangovers. They can drink till 4:00 AM and take a 16-hour flight at 8:00 AM.And then, there are normal people. Like you. And us. Who have meetings and flights and hangovers and driving duties. We may love alcohol but not always. And some of us don’t love it at all.
What we do love, though, is getting together with friends. By the pool. At the beach. On the terrace. In a big room. So do we need alcohol to do these things? Not necessarily, no. What about energy drinks and other mixers? No, thank you.
Enter, Sante?
Sante is a non-alcoholic beverage that some good samaritans at ABinBev India launched for people who love socialising but don’t necessarily love alcohol every time they socialise.
Since we strive to be a brand that celebrates the social aspect in a different way, we tried something different for the cans – based on the three flavours – as well.
Our ABinBev friends came to us with this drink at the concept stage and we first named it NYAB (not your average beverage). Then we built nyab into Sante?, step by step. From identifying market gaps to giving it its name, positioning, personality, packaging, launch creatives, and sense of humour.
The aim was to create a world around each flavour that the consumer is transported to with every sip. So we took inspiration from travel posters from the 50s.
Following the idea of the travel posters, the serif font used for the logo has a classic feel while alluding to the delectable taste of the product with its soft curves and generous weight.
Each can showcases a distinct character surrounded by dreamy sceneries and vivid colours echoing the fruity flavour of the product. Each ingredient is depicted as an integral part of each character, becoming a hat or a necklace and infusing them with personality. A nod to french graphic artist and icon of advertising, Bernard Villemot.
For communication, we chose to focus on the authenticity aspect of the drink – how it gives people an opportunity to make their own choice, without feeling any peer pressure. So we went ahead with ‘you do you’ . In terms of personality, choices, flaws, X-factor, terrible jokes, style, and drink of choice – forever or for the night – with Sante? one gets to do what they want.
