If you’re looking for good times, guaranteed, and you want to say goodbye to any unnecessary drama in your life, then a new low-calorie hard seltzer, Gerry’s, might do the trick – if only to enjoy admiring its new identity by London-based Studio Chong.

Full of bubblegum pink and delicious pastel tones, the fresh and fun brand also has a youthful voice that’s all about “good times”. The accompanying packaging identity, created by Freytag Anderson continues the happy theme with a minimalist, stripped-back design that understands that “less is more”. And the campaign photography shows young people living life to the full with backdrops of sunshine-soaked cities and breezy beaches.

“In a consumer deep dive, we found some pretty depressing news: our target audience was feeling pretty low. Growing up with 24hr news and surviving their first global pandemic, stress levels were at an all-time high,” says Ade Chong, founder of Studio Chong.

“But despite it all, 99% of consumers expressed a positive outlook on their post-Covid-19 future, and we thought there was something quite bright and beautiful in that. So, we thought, why not make a brand that brought a little optimism back into the world?”

Ade Chong is a strategic design director who grew up in Singapore where she kicked off her career in branding and design before moving to London to join creative agency Impero, where she worked for eight years as their design director.

Chong’s work for Gerry’s is one of her most recent projects and follows identities for Havana Club, Nature Valley and LOLA – even her own sustainable ‘low alcohol’ gin brand, Mary.

“I’ve always been passionate about food and drink,” Chong tells Creative Boom. “It’s an exciting and ever-evolving space to be in. I love digging away at the consumer and looking for nuggets and insights to bring out a product that actually adds value to them.”

©

You may also like