Problem & Insights
Brief set by Droga5 consisted of making the Asda Own-Brand Lager look cool, through re-branding and advertising.
> Those who start drinking beer at the age of 18-30 year old, usually also drink energy drinks. Additionally, regularly drinking alcohol usually start at 17 years old with lagers.
Science Direct (2016)
Solution & Design
While inviting 18-to-30-year-olds to celebrate with “bevvy” the trippy, odd and zoned out feeling that alcohol gives, “bevvy” has asserted itself as the entry point into beer, the gateway to being cool.
“Bevvy’s” logo is a custom typeface modified from Aktiv Grotesk Bold to make it look sleeker and more trippy.
Some initial attempts to merge energy drink's feel on typography
Experiments using type and distortion
noun BRITISH SLANG
an alcoholic drink or to drink alcohol;
Abbreviation to ‘bev’, another term for beverage.
Physically Distorted Billboard
Embracing Bevvy’s visual design and concept, one activation idea is centred around physically distorting a billboard.
AR Sound-Driven App
Using an app with augmented reality integrated, any Bevvy’s can in sight of the camera will make its logo’ gradient move and distort in sync with sound/music captured by the phone’s microphone.