Cohesive Variety Pack
We challenged ourselves to create a cohesive multimedia advertising campaign for the Waterworks Hard Seltzer series by Draughtworks. Anchored by poppy, colorful video, we aimed to make an emotional, easily recognizable brand experience across social, web, print, and display ads.
Color You Can Taste
The center of the campaign builds on the idea of “color you can taste.” Our use of vibrant colors work to visually highlight the array of flavors of fruit in each can. Consistent palette application throughout the campaign reinforces recognition of the Waterworks brand.
Cohesive Variety Pack
We challenged ourselves to create a cohesive multimedia advertising campaign for the Waterworks Hard Seltzer series by Draughtworks. Anchored by poppy, colorful video, we aimed to make an emotional, easily recognizable brand experience across social, web, print, and display ads.
Color You Can Taste
The center of the campaign builds on the idea of “color you can taste.” Our use of vibrant colors work to visually highlight the array of flavors of fruit in each can. Consistent palette application throughout the campaign reinforces recognition of the Waterworks brand.
The Video Renaissance
Video is now the most viewed medium, largely due to social media’s shift to prioritizing video content. For this campaign, we prioritized creating video assets for every application, from TV to TikTok, from interstate billboards to Instagram stories.
Summer is Served
Seltzer is the drink of summer. That’s why we used bold, simple messaging in line with the spirit of the season. The silly and fun taglines are meant to feel self non-serious to match the playfulness of fun summer days with friends.
The Video Renaissance
Video is now the most viewed medium, largely due to social media’s shift to prioritizing video content. For this campaign, we prioritized creating video assets for every application, from TV to TikTok, from interstate billboards to Instagram stories.
Summer is Served
Seltzer is the drink of summer. That’s why we used bold, simple messaging in line with the spirit of the season. The silly and fun taglines are meant to feel self non-serious to match the playfulness of fun summer days with friends.
+Bonus: Packaging and visual identity concepts
Color You Can Taste
We worked with Draught Works acclaimed hard seltzer series to develop and deliver an emotional brand experience. With a visual identity structured around a “color you can taste”, each asset/element builds on a tonality of flavor.
In the Spirit of Hard Work
Draught Works brewery was founded on the philosophy to build better beers.Their industrial spirit has driven them to turn out clean, traditional ales and lagers, unique American sours, as well as a wide range of experimental styles.
Color You Can Taste
We worked with Draught Works acclaimed hard seltzer series to develop and deliver an emotional brand experience. With a visual identity structured around a “color you can taste”, each asset/element builds on a tonality of flavor.
In the Spirit of Hard Work
Draught Works brewery was founded on the philosophy to build better beers.Their industrial spirit has driven them to turn out clean, traditional ales and lagers, unique American sours, as well as a wide range of experimental styles.
Spring Cleaning
In addition to the campaign elements we built for the existing seltzer line, we wanted to create concepts to update the products, packaging, and draughtworks brand to feel in line with the fresh identity we crafted for this campaign.
Starting with the draughtworks logo itself, the old ring with text was removed to leave the more simple, recognizable barrel icon. This icon works on its own and carries the brand well. The wordmark was updated to match the the font we used for the campaign materials, Magister serif.
finally we updated the can and box packaging with much more color, giving the products extra life, all while keeping elements of the old packaging, like the stipe motif and palette.
Special thanks to Draught Works for serving us amazing beers for years.