To thrive in a crowded and growing spritzer market, Mighty Sweet had to re-think how they show up to the party—online and on-shelf. Leaving industry convention behind while increasing relevance to their core audience.

Mighty Swell’s main customer is a young professional woman balancing work and play. She’s bombarded with expectations from society, peers and parents—and the curated images of Instagram. Competing brands play into the idea of perfection, focusing on calorie counts and purity. We found opportunity in supporting her desire to let go of the pressure to be everything to everyone. To live without being judged. To enjoy her life, just as it is.

The transformed packaging has resulted in sales having nearly doubled year to date for Mighty Swell. The brand feels spontaneous, vibrant and big-hearted. Focused less on calories, and more on flavor. Less on perfection, and more on enjoyment. From the visual identity to the voice to packaging, online and off, Mighty Swell extends an open invitation to live in the moment.