INSIGHTS

After working for years in the business, the team at Vivify Beverages saw a need for a great-tasting, gluten-free, better-for-you option in the beer and alternative adult-beverage segments. They’d watched the carbonated soft drink (CSD) industry evolve from sugary-sweet, to artificial diet, to the refreshing, light and natural product experience of popular brands like La Croix, San Pellegrino and Coke Life. They identified an opportunity to combine the popularity of gourmet Italian sodas bursting with flavor, with a charismatic brand personality and unique, high quality product proposition.

STRATEGY

Given the growing interest in and proliferation of hard sodas and spiked seltzers, the stage was set for a unique entry into the market… a hard Italian soda. The liquid excites the senses with its naturally sweet, fizzy essence and fruity aroma and served as inspiration for the brand name, Bravazzi: Brava (Italian for good) + Fizzi.

To position the brand as a better-for-you hard craft soda with only natural ingredients, a creative strategy was developed which centered around Italy’s “La Dolce Vita” philosophy. From the simplicity and pace of Italian life, to the freshness of the food, to the country’s warm, friendly and flirty persona, the visual expression needed to evoke a joyous feeling and connection to Italian culture.

CREATIVE

Available in three citrus flavors — Grapefruit, Limonata and Blood Orange —the Bravazzi packaging disrupts the cluttered shelf and channels the spirit of young, modern, carefree “new world” Italy. Bright, colorful ribbons, inspired by the striped beach umbrellas along the Amalfi Coast, create movement and an arresting brand block on shelf, and serve as an iconic visual element for the brand identity. The brandmark’s custom typography, reminiscent of Italian market signs, makes a bold, modern statement. And the juicy fruit illustrations paired with light airy bubbles suggest Bravazzi’s fizzy, fresh flavor. Italian phrases placed throughout the design are entertaining discoveries which start a conversation and evoke the fun and flirty brand personality. The combination of elements clearly signals this is an innovative, new, all-natural alcohol-infused Italian soda that’s ready to meet the demands of consumers looking for more.