Location: United Kingdom
Project Type: Produced
Client: Three Fold
Product Launch Location: United Kingdom
Packaging Contents: Beverages, seltzer
Packaging Substrate / Materials: Aluminium
Molson Coors Beverage Company is on a mission to dominate the UK and western European markets, with its new hard seltzer brand Three Fold. In stores now, the beverage giant has unveiled a multi-dimensional identity for the bold brand, which has been created for people who ‘flow their own way’. Global brand-led creative agency BrandOpus has developed the brand strategy, positioning, and striking visual identity.
Whilst the US hard-seltzer market has grown rapidly, the UK and western European markets are still in their early stages. With the launch of Three Fold, Molson Coors are hoping to deliver a market-leading proposition. It’s made of three simple elements; sparkling water, natural fruit flavour and alcohol, which fold majestically together to craft a crisp and clean seltzer that’s light in flavour and big on taste. The BrandOpus team were briefed to create a disruptive brand that would appeal to a legal drinking age Gen Z target audience and take ownership of the category.
A deep dive into the category highlighted that brands were congregating around similar aesthetics. BrandOpus’ biggest challenge was to retain familiarity by adhering to conventions yet disrupt the growing market – coding the category quickly and gaining instant impact. The new identity has a multi-faceted personality that reflects its audience approach to life as well as the product’s three components and flavours. Rooted in the idea that identity isn’t a fixed concept, the confident, clean, and energetic visual system celebrates self-expression through the power of threeness.