PROJECT
BRO SELTZER LAUNCH EDITION
year
2020 - 2021
category
Branding
Identity Design
3D & Motion Graphics
Social Media Design
SYNOPSIS
BRO Seltzer, India's first seltzer aims at giving a high on low cal experience!
The brief while designing the brand was to make it a derivative of the BRO brand a drink targeted towards the calorie-conscious, smart and youthful consumer. It was decided that a character would be necessary to convey humor and connect with its audience. While packaging the product a clear bottle was chosen to further convey its Low Cal and clean brand identity.
During my tenure of working on the brand since its inception, I worked on designing the basic identity of BRO Seltzer and worked primarily in designing the lime version. I also made multiple marketing and social media creatives for both lime and berry versions.
The marketing logo color variation with yellow and white is used against darker backgrounds and generally when no flavor needs to be mentioned
The marketing logo color variation with yellow and white is used against darker backgrounds and generally when no flavor needs to be mentioned
The main logo artwork for the Berry version of the drink with Crimson red and Prussian blue mixed with a slight value of magenta, used in all marketing applications.
The marketing logo color variation with yellow and white is used against darker backgrounds and generally when no flavor needs to be mentioned
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THE BRAND IDENTITY
(LIME FLAVOUR)
BRO Seltzer is an attractive, clean logo unit that is a derivative of the BRO brand logo and has "seltzer" written additionally in a similar customized weight type. With the main brand tagline being "High on Low cal" it boasts of being the first of its kind low-calorie alcoholic beverage in India.
The Lime variant follows the color combination of a Shamrock green and Prussian blue. Whereas the berry version follows the combination of crimson red and Prussian blue with a slight addition of magenta. The marketing logo typically follows a yellow and white combination for darker backgrounds.
PROCESS
(INITIAL CONCEPTS)
The initial concepts revolved around statues in the public domain and vector character art, which gave way to statues becoming a primary motif in the final character art combined with yellow limes playing a unique additive accessory to denote the flavor of the drink. The art style chosen was of a collage-ish manner. Finally, it was deduced that the character needed to be simple yet very attention-grabbing.
PROCESS
(final design)
A public domain statue was chosen and then textured, relit and modified in a way such that later the lime elements could be added to the rendered design to give it a more interesting visual cue. The statue was that of a rhetorician and was chosen deliberately as they were known as people who were intended to impress or persuade. Furthermore, the logo unit was aligned to the character design to form a complete label. A clear bottle was chosen for the brand to make it more unique, light, clean and easy-going.
MARKETING COLLATERALS
The requirement of the marketing collaterals was mainly digital in nature and focused on the characters of lime and berry and incorporating them into notable paintings and humorous situations. These were primarily created for websites, posters, t-shirts and gift boxes.
SOCIAL MEDIA DESIGN
The BRO Seltzer social media focused on the banter between the characters and the consumer whilst sending out the message of the product being a low-calorie alcoholic beverage.
The project is done for and with team Indospirit.