d the packaging for Sourz, giving it a new look with stronger behind-bar impact and improved differentiation.The new design was inspired by the hand stamps that are often seen in nightclubs, and uses a specialist ink that glows under UV light.
“Our challenge with Sourz was to balance fresh confidence and quality with a real sense of dynamism that would be relevant and appealing to the target market.
Daniela Nunzi-Mihranian, creative director at jkr”We put the Sourz logo at the heart of the bottles, which provided a strong visual anchor for the packs. We then used the rest of the pack as a canvas to communicate the Sourz world: vibrant, active and exciting. We also wanted each pack to evoke the unexpected, explosive and fruity taste sensation of the product.’
‘Sourz is the spirits drink brand of choice for socially active millennials who are looking for new ways to share experiences and stories with friends. The new pack design brilliantly captures the vibrancy and confidence of the brand. It’s big on impact and big on personality – we believe it will find real resonance with our target audience,’ commented Karen King, EMEA Marketing Manager for Sourz at Beam Suntory.
Sourz was launched in 1999 by Beam and swiftly became one of the biggest brands in the non-cream liqueurs category, showing consistent growth year on year.
jkr’s new look and feel is now rolling out in bars, nightclubs and retailers across Europe throughout May and coincides with the launch of the fully integrated ‘This is our Summer’ campaign and the launch of new Sourz Toffee Apple flavour.
