Born from the collaboration and expertise of three friends, the Distillerie des 3 lacs was a new player in the ready-to-drink category. While we had completed the brand identity of Distillerie 3 lacs’ base gins, the challenge was now to launch their first ready-to-drink in the context of an excessively competitive market, and amid a global pandemic. For 2 years prior to launching, the category had exploded. We were here targeting a different consumer, younger and more outgoing. While retaining the already well-established refined, daring and botanical aesthetic we explore a bolder side of the brand.
Building on the popular trend of the returning ’80s aesthetic, we created a can with a festive and colourful universe that could be easily extendable for future flavour innovations. The initial flavour launch for a pink lemonade leverages the theme of retro pool parties with their famous flamingos. The universe is friendly, fun, and summery. Everything combines festivity, quality, freshness, and flavour to create a unique product that easily stands out on shelves. A campaign on social networks also made it possible to reach this new audience, with a video that takes us to a festive, citrus-filled summer.
The design achieved glaring results in the SAQ’s controlled retail environment. The ready-to-drink pink lemonade launched in April 2021 was an exceptional success. Barely on the shelves for two months, it became the best-selling Quebec ready-to-drink at the SAQ. Distillerie 3 Lacs had us help them extend the design to their second flavour, a gin lime fizz featuring a new realm of colours and flavours with a new character – a chameleon. The new launch was so anticipated it sold out within 30 minutes of hitting shelves. Most recently, we rolled out the design series into a Limoncello Spritz beverage with playful lemons on bicycles inspired by the Amalfi coast.