W Seltzer Brand and Launch Campaign
Increased Wayward Brewing trade revenue by 50% in one year.
Built from zero to national distribution.
– Brand Strategy
– Visual Identity
– Verbal Identity
– Logo Design
– Photo & Video Direction
– Production Management
– Digital Design
– Print Design
– Packaging Design
– Social Media
– Campaign Strategy & Execution
– In-store Marketing
The Opportunity
As part of the Wayward leadership team, I helped identify an emerging drinks category with no strong local player yet and proposed we build our own as a sister brand, so it could speak to a different audience than our existing customers.
The Approach
-
Validated the idea with rough mockups — pushed for real market research before committing budget and resource, to first confirm who the audience actually was, and then to validate what appealed to them visually
-
Built the identity — designed the full visual system myself, and tested it head-to-head against competitors
-
Directed production — signed off every can colour by hand before a single unit went to market
-
Led the launch — built the website, ran the shoots, and directed the full campaign solo, through to national distribution
The Result
A brand-new business unit that earned its place next to established national names within its first year.
Over coffee, I'd tell you...
-
The logo grew out of our existing "W" for Wayward, evolving into a "W@" mark – a little nod to the brand's roots
-
Colour mattered so much I had the manufacturer post me physical can prints before a single one went to a full run
-
We tested the design against every major competitor in independent market research sessions – ours came out top by a long distance
