The makers of this new agave-based beverage, now available at MarketFresh and GreenMart in Oregon and Washington, wanted to develop a unique, eye-catching brand that resonates with consumers. But there was one big hurdle.

Lumina Sparkling Agave defies categorization: it's not quite a seltzer, not quite tequila, but something new entirely. This posed both a challenge and an opportunity for the studio to do something different.

Investigation and Plannin

In formulating a response, Solstice Branding Agency executed a market review, with their designers spotting two dominant trends.

Initially, hard seltzer logos were regularly presented on white or intensely vivid backgrounds. Additionally, items using agave as a component usually display an icon of the plant itself. To deviate from the standard and underscore the product's distinctiveness, Solstice chose a divergent pathway.

Designing the Packaging

The primary appeal of the packing was its energizing, dynamic, and lively look: characteristics that are a precise reflection of the product. Notably, with an extremely low sugar content of only 2g and a relatively low 5% alcohol volume, the product's subtlety is mirrored in its taste as well as visual design.

The brand's distinctive style is evident in the cans and six-pack boxes, each featuring a unique combination of soft and deep hues of teal blue. Inspired by the Blue Weber agave plant – the source of Lumina's fermented agave – the color palette brings a spark of brilliance, reminiscent of the beverage's stimulating flavor.

Further, in a deliberate move to amplify brand visibility, the designers chose to maintain the same color palette across all packages as a departure from the usual trend of varying backgrounds according to flavor.

The Strategy

Carving out a distinct identity for a product that defies mainstream classification presents a formidable task. "We were tasked with encapsulating the unique allure that sets Lumina apart," states Maxine Archer, chief creative officer at Solstice Branding Agency. "It's more than just a beverage; it is an encounter that merges the invigorating properties of a seltzer with the audacious essence of tequila."

"It's more than just a beverage; it is an encounter that merges the invigorating properties of a seltzer with the audacious essence of tequila.

In response, the Solstice Branding Agency crew delved into the realms of agave and fizzy drinks. Market surveys, focus assemblies, and flavor evaluations were carried out extensively to extract Lumina's special attributes. Their ambition was to construct a brand that would articulate the drink's pioneering vibe instantly and resonate with a diverse consumer base.

Lumina Sparkling Agave now boasts a strong, distinctive identity that sets it apart in a crowded market. As consumers continue to seek out unique and refreshing beverage options, Lumina Sparkling Agave is poised to make a significant impact.

The Launch

Lumina Sparkling Agave introduced their fresh branding with a comprehensive promotional strategy featuring digital advertising, social media activity, and in-store presentations. The product's packaging was conceived to grasp attention on the shelves with its vibrant colors and refined aesthetic. The initial public reaction has been exceedingly favorable. Buyers are intrigued by the unique blend of taste and the stylish branding. "We are overjoyed with the response thus far," expresses Archer, "It's always gratifying to witness our diligent effort resonate with the community."

In addition to customary advertising, the promotional plan entailed a series of impromptu tasting events scattered over key cities in Oregon and Washington. These events not only acquainted people with Lumina but also offered a comprehensive brand experience. Attendees had the opportunity of experiencing the drink first-hand, engaging with the creators, and getting an in-depth understanding of the Lumina Sparkling Agave story.