First, the new brand needed a name. Together with the team at Vivify, a robust naming exploration was conducted focusing on the brand name, product descriptor and flavor names. “Itz Spritz” was selected as the final name after a call with the client where we asked, “Well really, what is it – a cocktail, a spritzer, a cooler? Vivify said, ‘It’s a spritz” and the name was born. The name is playful, fun and distinctive. It defines for the consumer what the product is and sets it apart from the competition. Like the most successful brand names, it is memorable, easy to say, and reflects the sophisticated and fun nature of the brand.
The brand’s character was rooted in part in one of Itz Spritz’s founders, Kate. Kate’s charismatic persona of a confident woman—as comfortable in a little black dress as a pair of jeans—set the stage for an appealing and sophisticated new better-for-you offering.
Now that we’d landed on names and identified the brand character, Trinity developed a “Savor Simplicity” creative strategy as the foundation for design. Design of the new brand would need to express that keeping things simple can reveal the sublime taste of a product’s essential parts. With no preservatives, no added sugar and crafted to be gluten free, Itz Spritz consumers can truly enjoy the clean, crisp delicious flavors.