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In 2020 the summer-seltzer craze landed in Sydney. Driven by hugely successful sales in the US, hard seltzers were set to be the official drink of the summer — and the market quickly became saturated with competing brands.
We were challenged to create a brand that would stand apart whilst following in the footsteps of its parent brand 7th Day Brewery.
Ripl encourages you to dive in, splash about ~ an invitation to kick back, relax and enjoy. It's a don't-take-yourself-too-seriosuly alcoholic sparkling water (aka seltzer) that was created to be a refreshing alternative to hard hitting mixer drinks and full bodied beers.
The 'dive-in' mantra drives every aspect of the brand ~ from the illustrative design style of people 'diving-in' used across the packaging to the name itself.
The logo is a subtle take on the name and the overall design style using modern serifs and refined illustration aims to appeal to the more sophisticated seltzer drinker.
The mantra also reflects the way we encourage customers to dive-in and support the international organisation (created by surfers) Waves For Water ~ helping to provide clean drinking water to those who need it ~ we donate 10c from every can and actively promote their work.
Flavours have been picked based on locations that Waves For Water are active in and the rich, textural background illustrations reflect these locations too.
A fun, vibrant brand identity was created that position the brand as a refreshing alternative. Since its launch the brand has seen continuous increase in sales within the brewery and through online sales.