When we were introduced to Groovy Baby™, they were on the cusp of expanding their national distribution. They faced the challenge of breaking through the cluttered hard seltzer market with a brand and packaging that could truly resonate. At that time, Groovy Baby™'s packaging lacked vitality and personality, and their logo fell short of capturing the nostalgic retro charm they aspired to convey. The target audience was primarily young adults in their 20s and 30s, predominantly female, and the brand needed to shine on the store shelves amidst the competition of industry giants.

Our goal was to infuse Groovy Baby™ with a unique blend of Southern California beach vibes and a 1970s nostalgia, all while maintaining an air of sophistication and minimalism. The catch was that Groovy Baby™ had a sentimental attachment to its original designs, while our marketing partner sought something more transformative. As the design team, we had our work cut out for us!

Our journey began with the definition of the brand and the meticulous refinement of the logo. The result was a wordmark that was both playful and lively. This set the tone for the entire visual identity. The color palette, for the most part, paid homage to the original package, but we introduced complementary hues to enrich it.

While the imagery and color palette exuded vibrancy, we adhered to simplicity when selecting the brand typefaces to maintain a well-balanced overall aesthetic. Once the brand essence was defined, we proceeded to design the cans and cartons for the two existing flavors. The cans retained an elegant simplicity and hues that remained reminiscent of the original containers, with the subtle addition of a retro rainbow gracing the top and bottom. The cartons, mirroring the colors of the cans, became a canvas for unique beach illustrations on their front-facing panels, effectively telling the story of each flavor.

The resulting Groovy Baby™ brand and packaging is a transformation that expertly balanced nostalgia with a fashionable and contemporary appeal, a testament to our creativity and experience.