Kopparberg: Kopparberg Hard Seltzer by 20Something London

Swedish drinks maker Kopparberg is continuing to expand its portfolio in 2020 by introducing a new range of Hard Seltzer drinks to the UK market, with packaging and brand design led by London creative shop 20something.

The new product sees Kopparberg diversify further from its core cider range, having launched a Premium Pink Gin in 2019 to an extremely positive public reception.

The new packaging and design world have been developed to reflect the refreshing lightness of seltzers, whilst not losing the intensity of fruit flavour that people expect from Kopparberg.

Iridescent graphic bubbles are inspired by the sparkling water at the product’s core. Bold, colourful type represents the full fruit flavour audiences won’t be used to from a seltzer. Far from seeing product proof points apologetically tucked away by the designers, or heavy-handedly added as an after-thought, background patterns and textures embrace the most important USPs of this new drink.

Kopparberg’s distinctive black and gold stamp is in there, but there is an energy and playfulness to this product design that reflects a new generation’s attitudes to alcohol. The general design treatment intentionally leans towards the kind of brand worlds Gen Z are inhabiting. Hyper-real textures collided with graphic effects, step-repeated type and quick cuts in the AV edits all give this design world a reassuring familiarity to an audience that wants something new when it comes to drinking socially.

Kopparberg Hard Seltzer is set to launch in May 2020, with work running in DOOH and social channels from the outset.