l of a 2012 regional initiative from Finland that capitalised upon the growing trend for sweeter tasting alcoholic drinks, the Carlsberg Group enlisted Seymourpowell to help turn a single variant regional initiative into a globally relevant brand.Seymourpowell said conceptually Seth & Riley’s Garage Hard Lemon Drink builds on a proud heritage of traditional American ‘home-made’ craftsmanship, evoking the spirit of small-scale workshop innovation.
Kevin Johnson, Seymourpowell’s brand innovation creative director, said the first task was to create a credible and ‘timeless’ core for the brand and set about building a strong set of brand values that inform everything the brand does.
“This becomes the platform for everything from new product lines to sponsored events and local community initiatives. While it’s designed to be a global brand, it also really sets out to behave in a small and localised way.”
As well as the new crafted bottle, Seymourpowell created a new on and off-pack identity system with flexibility for the portfolio.
