The low and no alcohol market continues to grow as drinkers increasingly look for alcohol alternatives. Our spirited new drinks brand was free to create its own language and rituals unbound by the alcohol world.
Using our proven brand definition process and tools we learned drinkers not only wanted alcohol free alternatives but also alcohol free experiences; a night to remember, you could remember.
Most alcohol alternatives behave like a compromise, and are often expensive and inaccessible to the younger consumers who shop this category. Our ambition was to create a brand that is all about making the most of the moment by accentuating your senses, not dulling them with alcohol.
We expressed the creative opportunity of elevating all of your senses without limits, to create the name ‘Amplify’. The brand and design brings this full-spectrum sensorialism to life; not only through an expressive, hand-drawn brand marque, but also by turning the label into an expressive and vibrant canvas, hand-created by Brighton-based independent artist Sophie Abbott. This bold, textural canvas adds energy, excitement and attitude, contradicting the conservative visual language of the category while retaining premium cues.
This sense of freedom is heightened further via the brand signifier - a flying bird breaking out of a circle. Free in alcohol, free in spirit. Amplify is always a positive choice, never a compromise.
We designed and built the Amplify website to deliver the tactile, expressive nature of the brand on a digital platform. The ability to access stockists, mindful drinking events and cocktail inspiration is delivered in a tactile way, even on screen.
“Amplify is all about making the most of your experiences. Amplifying your senses without the alcohol which means you're sharper and more in the moment. It's a great tasting, non-alcoholic alternative which appeals to the young at heart who are thirsty for new experiences. Whether choosing not to drink or overcome with curiosity, Amplify is always a positive choice. The feedback we've had so far has been fantastic, so we're really looking forward to bringing Amplify to a wider audience.”