StrangeLove, Lo-cal Soda – Communication
Melbourne-based StrangeLove is a dynamic and unconventional drinks company.
While the market was saturated by sameness (and sugar). There was an opportunity to disrupt – to be the next generation of a better soda.Embracing cues from the glory days of 1960s, 70s and 80s, we focussed on the idea of ‘craft soda’ — refreshment, flavour and effervescence – with a touch of nostalgia.
We landed on a concept we termed ‘premium abstraction’– paired back design with a strong, singular graphic. Colour plays a part in the abstract shapes that communicate each flavour. Organic in form, they become powerful tools, used in the brand communications and reinforcing the brand’s flavour-first stance. The photography is modern and sophisticated with an assertive, bright confidence with a ‘shoot from the hip’ approach. The clean, modern sans serif type is used in an unconventional way. To maintain a sophisticated presence yet surprise with unexpected typesetting – linking to the brand’s irreverent copywriting. Finally, the dot pattern is one of the key assets of the brand, brought to life in brand communications as a minimalist, graphic interpretation of soda / bubbles. Since launch, StrangeLove has doubled in sales due to the savvy combination of flavour innovation, unique design and clever positioning. A cool, unexpected ethos makes it a stand out on shelf, as well as in its connecting to its prime audience.