One of the world’s leading breweries has developed a new drink. We call it a Soft Brew. It is a drink brewed with barley and hops, lightly sparkling and has a twist of a fruit juice added to it. It contains no alcohol and is purely natural.
Invent a name and a logo for the brand new brewed soft drink that will go all the way to the top!
We want to make a global brand name that covers this new drink. It is delicious, with character, refreshing and of high quality. We will brew several taste variations with lemon juice, grapefruit juice, apple, elderflower juice etc.
The target group is urban and adult. Especially in Europe, Eastern Europe, Russia, Asia and the Nordics we see a potential for the drink.
This new drink is an alcohol free adult alternative to alcoholic beverages, and to the too sweet and artificial regular soft drinks. It is not a beer, nor a soft drink, so it’s important for us to differentiate this product from those categories and create a whole new brand for it.
The insight is that our drinkers recognize that connecting with close friends and family is a critical part of a balanced life, but everyday demands make it difficult for them to find time to nurture these relationships as often as they’d like.
The drinking occasion: The drink is refreshing, and an ideal companion when leaving everyday demands behind and really connecting with close friends and family. These drinking moments will mainly be during the day (between 12 am and 8 pm), and the main consumer motivations are around sharing with others, being part of the group and getting into a sociable mood.
We want you to develop a brand name for this drink. A name that is globally understood. A name that can go all the way to the top.
We are looking for a name that fits the category and occasion well, and it must communicate natural and refreshing – and that it is for adults and very contemporary.
You are welcome to set up your name graphically as a logo. We prefer the colors green, yellow and orange. It is cues for beer, natural and the fruity taste. Please refer to our moodboard for inspiration.
- #1 Prize €1,000
- #2 Prize €600
- #3 Prize €400