Agency: Squad Ink
Creative Directors: Matthew Squadrito & Belinda O’Brien
Designer: Belinda O’Brien
Brand Strategist & Copywriter: Terry Squadrito
Account Director: Annabel Kulich
Project Type: Produced
Client: Sunny Eddy
Product Launch Location: Australia
Packaging Contents: Gin Seltzer
Packaging Substrate / Materials: Aluminium Can
Printing Process: Dry Offset
Soak up pure refreshment with a next-level Aussie gin seltzer. Made for carefree days under golden rays. No sugar, no gluten, no worries.
We were challenged to develop the brand identity, packaging design and content for a premium seltzer that cuts through the highly saturated RTD category with a memorable name and vibrant personality. This distinctively Aussie gin-based seltzer not only tastes better than the brewed equivalent (well we think so!) but it’s low carb, no sugar, low calorie, and gluten-free. This unique ‘gin position’ allowed us to not only target existing RTD drinkers thirsty for a convenient drop that’s better for them but also attract gin lovers searching for a lighter, more refreshing alternative to G&T.
Being a sessionable summer staple born on Sydney’s northern beaches, we naturally gravitated to an Aussie nostalgic position with a chill energy and vibrancy. This set us apart from the ultra minimal trendy-transient players and mainstream competitors, that dominate the seltzer category.
It’s all in the name
Our aim was to establish a familiar and memorable name that immediately set the tone for the brand, radiated positivity and embodied that relaxed, happy vibe that Aussie summer delivers – where good days roll into great nights.
Fun fact: An ‘eddy’ is a swirl of water. Tell us, what’s not to love about him?
Refreshing can design
In order to deliver a premium yet approachable position we needed to moderate the ‘fun-ness’ on pack. The character- filled name Sunny Eddy set the foundation and then we began to build from there.
We started with a white can and a silver sunburst for a hit of freshness, and layered it up with pops of a colour that bring the natural flavour of each product to life with mouth watering appeal and bold shelf stand out.
Our familiar, retro typography added to the sense of nostalgia and friendliness. The custom fruit stickers and swirling tasting notes allowed us to shine a light on the real fruit flavours and quality Aussie gin that makes Sunny Eddy so damn refreshing. The finishing touch is a smiling good-as-gold sun brand mark sitting on sea blue that brings a hint of playfulness and connection to Sunny Eddy’s home on the coast.
Capturing the feeling
For content, we wanted to bring the personality and positioning to life off pack in a uniquely aspirational way – Happy Days, and carefree days under golden rays. By focussing on the feeling and the Sunny Eddy lifestyle rather than the product, we aimed to give the feeling of an authentic, social and session-able Aussie brand that has been around for years and will be for years to come – the always reliable, chilled-as esky mainstay.
We had a lot of fun being exploratory, creative and playful throughout the process that (we think) resulted in premium, polished content (without the cringe), that above all, doesn’t take itself too seriously – connecting with Australian culture and blending in seamlessly with our customers’ lifestyles.
This distinctively Aussie gin-based seltzer not only tastes better than the brewed equivalent (well we think so!) but it’s low carb, no sugar, low calorie, and gluten-free. This unique ‘gin position’ allowed us to not only target existing RTD drinkers thirsty for a convenient drop that’s better for them but also attract gin lovers searching for a lighter, more refreshing alternative to G&T.