Alcoholic RTD’s are usually associated with big, sugar-fuelled flavours - easy to consume but does not linger or intrigue. An Auckland based business duo looked to redefine what a premixed drink could deliver in terms of quality, ingredients and sheer flavour enjoyment for the ever-demanding foodie generation.
With the dedication to premium ingredients and targeting a 30+ female consumer, the new brand and packaging required a level of modern sophistication and elegance which highlighted the recipes and ingredients to talk to this core foodie consumer.
Name generation focused on the ingredients and recipes. Referencing haute couture fashion making, Finery captures the details and standards the client went to achieve incredible flavours without using sugars or sugar substitutes.
Exuding fashion-forward minimalism, the wordmark was crafted to be simple with a unique flourish. The packaging disrupts in retail by celebrating the flavours, adding yum factor through over-sized typography. Confident, intriguing and authentic, with nothing to hide, the packaging speaks to consumers who are looking for that clean alternative and fits their clean living lifestyle. A soft pastel colour palette and highbrow copywriting complete the irresistible story.
The product launched pre-christmas 2019 and was immediacy ranged by 2 nationwide retail liquor brands. Subsequent distribution deal in January saw the brand roll out in further outlets throughout New Zealand.
An important brand pillar for Finery is being a good New Zealand 'global' citizen. All the recipes, production, printing, manufacturing and central logistics is in Auckland emcompassing a small 120km footprint. Cans were specifically chosen due to their smaller environmental footprint while the box is made from a fully home-compostable card stock.
Fully compostable card stock for outer 4 pack packaging.