Brand design and innovation company Seymourpowell has unveiled results of its recent collaboration with the Carlsberg Group to create a bottle and brand identity for the global launch of Seth & Riley’s Garage Hard Lemon Drink, a bitter-sweet taste drink with an ABV of 4.6 per cent.
Carlsberg Group has recognised the global potential of a 2012 regional initiative from Finland—the growing trend for sweeter tasting alcoholic beverages—and decided to turn a regional initiative into a globally recognized brand.
“Seth & Riley’s Garage Hard Lemon Drink builds on a proud heritage of traditional American ‘home-made’ craftsmanship, evoking the spirit of small-scale workshop innovation. The flavours and product line-up reflect this authentic and simple history”, says Seymourpowell in a press release.
The task was to create a credible core and informative values for the brand and to make the brand initiatives—from new product lines to sponsored events and local community initiatives—as clear and relevant as possible. Seymourpowell created a new crafted bottle and developed a flexible identity system with possible portfolio variations.
The target audience for S&R’s Garage are “relaxed people aged 25 and over who enjoy life”, said Senior Innovation Manager at Carlsberg Breweries A/S Olga Lee.
“We are looking to those people who are confident, want to make their mark on the world in their own unique way, have a strong sense of their own identity and who are simply happy-go-lucky,” she added.