AKINRinse Vodka Soda
Submission # 170
Packaging – Pūhera
Identity – People & Culture
Wildcard – Unique Projects
Auckland, Tāmaki Makaurau
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: 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.
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.
"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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