Seltzy was a visual branding challenge presented to us by Roadhouse Brewing, a craft brewery and restaurant in Jackson Hole, Wyoming. The goal? To design and help launch a chuggable, sessionable seltzer made from Teton water that featured unique flavor pairings.
In the hard seltzer space, most brands have opted for an over-saturation of flavor cue colors and in-your-face flavor graphics on their packaging. Seltzy needed to stand out - by holding back.
After a few months of canning, Seltzy has been well-received, loved by craft beer aficionados and seltzer sippers alike! Seltzy was also featured in Hop Culture Magazine as one of the Best Craft Hard Seltzers for Summer 2021!
The scope was large, but not anything we hadn’t done before. Simply put, we built everything Seltzy needed to go to market.
We created multiple wrap files for print (shrink wraps and printed cans), the variety pack design, and an entire arsenal of POS and go-to-market materials, designed the website, developed brand copy for the site and other applications (i.e. print materials), created initial launch media (including website hero images and cocktail videos), and designed display ads for PR launch efforts.
In the hard seltzer space, most brands have opted for an over-saturation of flavor cue colors and in-your-face flavor graphics on their packaging. Seltzy needed to stand out - by holding back. Combining striking minimalism, mod art illustrations, and a color palette that nods to the apres ski culture of the 80s, designing Seltzy was a lesson in restraint and stripping something down to its purest form - quite like the seltzer itself!
Triarc spearheaded the digital efforts for Seltzy's launch and managed the execution of the website. Serving as the creative director for the wireframe design, the art director on set for staging and shooting all of the initial website imagery and videography, the liaison between designers, photographers, developers, and the client, and the lead copywriter for the website [and subsequently foundational brand] copy.
Beyond the website, Triarc created more than 20 display ad designs for multiple online publications for the brand's initial PR push. After a few months of canning, Seltzy is sold in 5 states and looking to make a more significant national distribution effort and a potential launch into the Chinese market with their Cucumber Lychee flavor!
Beyond the art explorations for the cans, we created multiple wrap files for print (shrink wraps and printed cans), the variety pack design, and an entire arsenal of POS and go-to-market materials, including: POS floor stacker display, case carton trays, promotional posters for liquor/beer stores, branded open/closed signs for liquor/beer stores, cooler static clings, multiple shelf talkers, stickers, koozies, buffs/gaiters, tshirts, hoodies, 5 panel hats, trucker hats, beach towels, event tent tops, and LED/neon signs.
Being a new brand, Setlzy needed media at the quality that their new packaging reflected. In order to complete the final steps of taking a brand to market they were seeking content to support their website.
The Triarc media team assisted in art & creative direction surrounding unique use-cases that each photo would support. In the end, Setlzy was on their way with media just as striking as their branding.