Account

AKIN
Rinse Vodka Soda

  • 2020

    Submission # 170

  • Output

    Packaging – Pūhera

  • Kaupapa

    Identity – People & Culture

    Wildcard – Unique Projects

  • Location

    Auckland, Tāmaki Makaurau

Project Overview:
BRIEF: AN RTD FOR YO-PRO MEN

2019 was the year of the healthy / low-calorie RTD in a can. Competition was fierce, but almost exclusively targeting women. Think pinks and gradients and serif type. The RINSE team saw a gap in the market. They wanted to create a vodka soda with refined flavours, made with clean and simple, all-natural ingredients and no fake stuff. A can that young ‘FOMO Yo-Pro’ (young professional) men would be proud to be seen drinking with their mates on the "rinse".

Kaupapa:
KAUPAPA: WE DON’T DO AVERAGE.

Or polite. Or same-same. RINSE is the vodka soda that looks cool in your hands. Cool in your fridge. Cool on the shop shelves. That guy you know had a box last week at that party, and now you need it. We get it. When we say COOL, we mean: disruptive, unexpected, aware and active, boldly confident, always different, never a follower.

Response:
CREATIVE RESPONSE: TASTES COOL. NO FAKE.

The colour palette plays with traditional cues of vodka (white and black) but flips it on its head with bold, sports-luxe inspired graphics. Each variant has its own signature look, intentionally playing with form, slightly distorting reality.

Archiver’s Response:

"This project definitely challenges its sector of RTD's and the typical codes and conventions. Its a great response to a brief and a well executed design for its target market."

"As a reaction to what is happening in the NZ alcoholic drinks market it is interesting."

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