The first take-with-you-able organic vodka cocktail
VRAI VODKA COCKTAILS
Vrai came to us with an idea. To make delicious, refreshing craft cocktails in a can using clean, simple ingredients, and USDA organic vodka, to dominate the hard seltzer beverage category with a better-for-you drink.
Vrai is French for true. Most ready-to-drink alcoholic hard seltzers have an ingredients list that requires a PHD in chemistry to decipher, but Vrai uses real ingredients you’ve actually heard of. Our brand strategy was simple – launch compelling packaging design with a splash of humor, and pair it with a bright and clean, farm-fresh brand identity that's rooted in nostalgia, and that reflects the quality and simplicity of what’s inside.
BRAND IDENTITY SYSTEM
WEBSITE DESIGN & DEVELOPMENT
We designed the drink packaging and branding to stay away from anything artificial looking, which consumers in this space often identify with sugar or overly sweet alcoholic drinks. The can is modern and soft, but not overly feminine, which nods graphically to the landscape of where the drinks’ ingredients are sourced and communicates clearly to the brand's core target consumer that leans slightly more female.
The branding and packaging design is colorful yet understated and its sophisticated design pairs well with humorous copywriting that makes the brand feel more like approachable luxury.
Hard Seltzer Branding
At its launch, Vrai was first picked up by Breakthru Beverage Group, the second largest national distributor of luxury wine, spirits, and beer. True story: a sample drink in a blank can with a printout of the drink packaging design landed the brand its first Whole Foods deal. The alcoholic beverage is sold at select 7-Elevens, Mariano’s, and regional beer and liquor stores.
In bigger news, the brand’s recent investment and joint venturing licensing agreement with Capital Impetus Group Limited ("CIG") will take Vrai’s premium hard seltzer into Asian markets. The brand also recently announced expansion plan to enter new US markets, with a focus on the West Coast.
PHOTOGRAPHY, TERI LYN FISHER
“Design Womb’s design innovation and creativity took our drink, gave it a name, and made it into a tangible retail-ready product. Their help launched our drink successfully and gained the attention of important retail and business alliances."Nicholas | Founder – Natural Beverage Infusions
"Nicole and her team are an invaluable partnership that extends past far more than just a pretty package with results-driven services.”Nicholas | Founder – Natural Beverage Infusions
HOW Magazine International Design Awards, 2018 Winner
Graphic Design USA (GDUSA), American Graphic Design Awards, 2017 Winner
HOW Magazine, In-House Design Awards, 2017 Winner
New York Times Square, Hard Seltzer Launch Feature