Brand// WKD

Project// Brand and Packaging Refresh for WKD’s MIXED Cocktails

Brief & Background// WKD MIXED was originally launched in Feb 2018 and whilst it gained some good traction in the market, the category was quickly growing meaning more competition. Research showed that consumers naturally transition from bottled RTDs to RTS cocktail cans with higher ABV and a more mature palate. Developing 3 new flavours it was time for Mixed to ‘grow-up’.

Our challenge was to evolve and re-energise the MIXED canned cocktail offering, injecting some ‘adult’ fun whilst still being true to the WKD brand. The cans needed to work hard in a competitive category and ensure bold standout, driving awareness and trial and the all-important repeat purchase.

Solution// A dynamic and bold design that echoes the simplicity, confidence and playfulness of the WKD brand. 

Each flavour has its own energetic personality made up of expressive brush strokes – likening the mixing of colourful paint to the mixing of full flavoured cocktails. Not forgetting a new brand logo that can (excuse the pun) now be read on shelf.

All MIXD up and ready to go – they hit the shelves with impact August 2020.