DIELINE AWARD WINNERS REVEALED

Meet Vacay, The Brand Designed To Disrupt UK's Ready To Drink Alcohol-Pop Category

by Chloe Gordon on 02/24/2022 | 3 Minute Read

Forget a sip; take one look at Vacay's refreshing packaging design, and you'll feel instantly revitalized. The soft color palettes paired with quirky illustrations create a whimsical branding system that borders on eccentricity. Each cocktail is paired with an illustration that plays into the stereotypes of each drink, creating a fun and playful branding system. Simply beautiful.


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Creating a new brand in the RTD/Alcopop category. Firstly working with the clients vision and product attributes to sculpt a brand from scratch. Secondly articulating this brand and developing a blue print and personification of the brand. Finally with the positioning and personality creating the brand name and bringing it to life through all required b to b and b to c channels for launch. 

From the distillation of insights gained from consumer research, product & category studies paired with the founders vision we arrived at the idea: Sophisticated yet eccentric. With this positioning we constructed a defined brand through mood, tone, image, and most importantly the role our brand plays in peoples lives: broaden tastes & broaden cocktail moments. Vacay was born as a confident, quirky, sophisticated, unique and stylish new canned cocktail brand taking cocktails out of the bar to new horizons.

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The packaging was created using illustrations to highlight brand role and brand positioning. Each flavour illustration involves a sophisticated and serious stereotype doing something quirky, unexpected, and out of the ordinary while having a wink back at the flavour/cocktail provenance like a stiff straight cactus doing the can-can for the Paloma. Keeping with the sophistication and minimalism we took inspiration from one line Japanese illustrations and kept the rest of the design extremely clean, premium, and simple reflecting the product flavours and ingredients. The campaign created shows the drink surrounded by the multitude of ways consumers can enjoy our cocktail as they enjoy themselves calling out this sophisticated yet eccentric brand positioning. 

For the Launch Campaign for the brand & the line ‘the cocktail for your happy hour’ our creative idea was to show a broad range of occasions where having a cocktail was not possible. For the executions we hero’d both the product and the occasions by using miniature figurines in the creative.

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