This Must Be The Place.
Mod Beverage Inc. approach me to design a brand for their new and innovative zero-sugar hard cider that would deliver a nostalgic yet reinvigorated alternative to the status quo, paying tribute to a historic beverage while offering something refreshingly, well, refreshing.
The result was Getaway — a brand made to feel like that fond memory of a familiar destination and evoke the carefree salad days of summer.
Cider is a hundreds year old libation that rarely innovates beyond traditional recipes. Known as a “hangover in a can,’’ it’s a sugar-filled candy of a drink with overwhelming sweetness infused into its DNA.
Getaway needed to be a better-for-you choice that felt familiar and fun, and speak to a younger, more health-conscious audience who’s become bored of the same ol’ stuff.
They say a picture is worth a thousand words, so we took an approach centered around mid-century vacation destination photography.
The intention is to remind us of a simpler time, while helping to create a flexible design system borne from the postcard aesthetic of a by-gone era.
“We wanted to stand out without stepping away, & honor the apple with a nostalgic vibe that hearkens back to the good times of a carefree summer.”
— Steve Cousins
Getaway
Creative Direction & Design
Identity / Packaging / Naming / Messaging / Print / Social
Produced at Super Collider