Free of alcohol, free in spirit
, Brand Strategy
, Packaging Design
Doubled the goal of national retail listings within twelve months of launch
The low and no alcohol market continues to grow as drinkers increasingly look for alcohol alternatives. We created a spirited new drinks brand free to create its own language and rituals unbound by the alcohol world, perfect for younger non-drinkers who are thirsty for new experiences.
Alternatives behave like a compromise
The low and no alcohol market has experienced huge growth in recent years as drinkers increasingly look for non-alcoholic alternatives. Most of these alternatives are often expensive and inaccessible to the 27% of 16-24 year olds who don’t drink. It was time to mix things up.
We learned drinkers not only wanted alcohol free alternatives, but also alcohol free experiences. A night to remember, you could remember. We identified an opportunity to create a premium yet accessible non-alcoholic drink brand that offers sophistication to non-drinkers.
Our ambition was to create a brand that is all about
Making the most
of the moment
Making choices doesn’t mean less fun. The Amplify brand empowers you to open yourself up to a sensory adventure, making the most of the moment by accentuating your senses, not dulling them with alcohol.
Our spirited new drinks brand was free to create its own language and rituals unbound by the alcohol world and with a clear position in the market, catering to younger drinkers who are thirsty for new experiences.
Elevating all of your senses without limits
We expressed the idea of elevating all of your senses without limits, to create the name ‘Amplify’. The brand and design brings this full-spectrum sensorialism to life; not only through an expressive, hand-drawn brand marque, but also by turning the label into an expressive and vibrant canvas, painted by Brighton-based independent artist Sophie Abbott. This bold, textural canvas adds energy, excitement and attitude, contradicting the conservative visual language of the category.
The sense of freedom Amplify offers is heightened further via the brand signifier; a flying bird breaking out of a circle. Free of alcohol, free in spirit. Amplify is always a positive choice, never a compromise. We designed and built the Amplify website to activate the tactile, expressive nature of the brand on a digital platform.
“We were looking to enhance the low and no category with a more accessible spirit. Born Ugly inspired us and encouraged us to push that brief, to create a category-defining brand. They took us on a journey of discovery and defined a unique space in the market, allowing us to launch Amplify quickly and the feedback has been amazing on the design. Born Ugly are the perfect partners for creating a brand from scratch, from compelling storytelling to creating the bottle label, and they gave us everything we needed to make Amplify a success.”