Just Hard Squeezed
Making RTDs More Juicy
We set out to create a bold new brand that could unlock the fast-growing hard juice opportunity. Working with Boston Beer Company on their latest innovation, the goal was clear: craft a real fruit, non-carbonated RTD that delivers all the enjoyment without the bloat.
In a crowded category full of seltzers and carbonated competition, we spotted a fresh opportunity. One that taps into the desire for full flavour, natural refreshment and easy, sessionable drinking. The result? A standout new to world brand ready to squeeze more joy into the RTD shelf.
We began by exploring multiple proposition territories rooted in consumer trends and insights, shaping a strategic foundation for a brand that would feel immediately refreshing and full of life. Naming was key—and when we landed on Just Hard Squeezed, the rest followed naturally.
Our brand strategy centered around the Squeeze Squad, consumers who live to make every moment more juicy. This informed the creative platform Make Moments More Juicy and guided a design world packed with playful energy and visceral refreshment.
Every element of the identity dials up the flavour: from the juicy, squeezed typography to fruit illustrations that burst with colour and character. Pop-art inspired, bold and a little imperfect, the brand world feels real, fun and utterly thirst-quenching, just like the product itself.
