DIELINE AWARD WINNERS REVEALED

We're Over the Rainbow For OlssønBarbieri's Design For Pursue Hard Seltzer

by Chloe Gordon on 04/27/2022 | 3 Minute Read

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After seeing Pursue Hard Seltzer's packaging, I was stunned. In a world where brands try to differentiate themselves from others, it's a wonder why hard seltzer brands haven't branched out into the world of glass packaging sooner. 

Don't get us twisted. Aluminum is all kinds of wonderful and sustainable, but for some brands that want a more premium feel—that's not White Claw—there's always glass.

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OlssønBarbieri created the packaging design for India's first hard seltzer by Anish Reddy, a fourth-generation entrepreneur from Chennai. After moving back from Miami, he witnessed the potential to introduce the drink in India. The goal was to fuse the nostalgia from bottled sodas with the modern hard seltzer aesthetic. 

Not only is Pursue's glass packaging evocative of a reflective take on beverage packaging, but it instantly elevates the brand and separates it from the crowded market. The bottle's design features winding tracks and embossed text, creating a tactile impact with mesmerizing results, especially when the bottles are full of tasty, refreshing bubbles. 

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Each flavor in the range is differentiated through a unique set of illustrations designed by Joren Joshuas and vivid, playful colors. The drawings help portray each flavor's expression based on The Wizard of Oz's innovative themes surrounding dreams and limitations. In addition to establishing the brand's narrative encompassing the concepts of The Wizard of Oz, the adored song "Over The Rainbow" inspires the naming system, inclusive of enchanted descriptors such as "Magic Lane" and "Behind The Moon." 

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Yet, despite being inspired by a true sense of nostalgia, the intense use of white space and creative bottle experience allows the packaging system to feel exceptionally forward-thinking. 

Additionally, because the brand hails from India, glass bottles can be part of a system where wastewater gets recycled and reused called the Effluent Treatment Process (ETP), taking that sustainability gage up an additional notch, as the vessels will get reused several times.

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