Design agency network, jkr, had a popular brand on its hands, in a category where popularity breeds success. Sourz fruit liqueurs were launched in 1999 by Beam and swiftly became one of the biggest brands in the non-cream liqueurs category, showing consistent growth year on year. With flavours like Toffee Apple, Mango and Tropical, the range has a Gen Y target market.
So when jkr UK was asked to revamp the packaging for the brand, it echoed its market's behaviour: “If you're hot and you know it, show it off.” The new label was inspired by the hand stamps used in night clubs. It glows under UV light.
jkr also involved Sourz in its annual student competition this year, accelerating interest in the brand among the trend aware in the six months prior to launch.
“Sourz is the spirits drink brand of choice for socially active millennials who are looking for new ways to share experiences and stories with friends. The new pack design brilliantly captures the vibrancy and confidence of the brand. It’s big on impact and big on personality – we believe it will find real resonance with our target audience,” commented Karen King, EMEA marketing manager for Sourz at Beam Suntory.
“Our challenge with Sourz was to balance fresh confidence and quality with a real sense of dynamism that would be relevant and appealing to the target market,” explained Daniela Nunzi-Mihranian, creative director at jkr. 'We put the Sourz logo at the heart of the bottles, which provided a strong visual anchor for the packs. We then used the rest of the pack as a canvas to communicate the Sourz world: vibrant, active and exciting. We also wanted each pack to evoke the unexpected, explosive and fruity taste sensation of the product.”
International entries for juice jkr's annual student design contest opend in January. The first prize was £250 and a potentially career-changing two week placement at jkr HQ in London. This year’s brief is all about creating a new range for Sourz – avoiding the obvious and trying to bring your ideas to life outside of the bottle!” the company stated.
There was a choice of two themes:
Theme #1 – Sourz Deadly Sins. How might you bring out the Sourz wicked side?
Theme #2 – Sourz Obscure. Create a range that moves the Sourz brand away from the neon buzz of city nights, and transports the consumer to a new and unexpected place.
Students were asked to consider everything from a new range name, flavour(s) and product packaging to glassware, a bespoke bar and anything relevant that could help to develop the range further.
Here are two entries: for Theme 1
and Theme 2
