The cultural climate in the U.S. is divided. Race, belief, and lifestyle differences are constantly used as fuel for hate speech, separating people from each other. In turn, brands then use stereotypes and don’t even acknowledge their audience’s idiosyncrasies, afraid to navigate that climate. But the new generations refuse to be reduced to one element of their identity. They are unapologetically undefinable.
The seltzer category isn’t connecting to these generations because of its stereotypical portrayal of them.
Our mission was to craft a brand that translated the uniqueness of El Hemp — this hemp-infused product and also the uniqueness of real people. When the category reduced their audience’s interests to pool parties, fruity taste and colorful graphics, we set out to celebrate the interesting mix we all are.
Our design system contradicted the cliches of the category. Every piece translated the interesting mix in our product and audience. Instead of 1 or 2 fonts, we mixed in 8. We used a black and white palette and allowed the color of the words and the people to shine. Illustrations and photography, both product and lifestyle, were raw and authentic to juxtapose the plastic feel of the category.
Our language used hyphenated lines to celebrate the idiosyncrasies and complexities of the human soul, describing the contradictions we contain within ourselves.