Bar None_Non-alcoholic drinks for those who enjoy drinking.

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Research showed that there is an increasing number of people that feel frustrated for not having an adult, appealing, non-alcoholic option to drink when deciding not to drink alcohol. Bar None targets this frustration.

 

The brief

 

To design the identity and packaging
for a new range of non-alcoholic cocktails for Coca-Cola.

 

Their research showed that there is an

increasing number of people that are not drinking to get drunk or relying on alcohol as a social lubricant.  They enjoy an alcoholic beverage but have occasions where they are choosing not to drink or to drink less whether for health reasons, being a designated driver, or needing to be at their best mentally the next day. And they do not have a non -alcoholic appealing option for those occasions.

The design process

 

For the first time, instead of spending months, even years developing a new product, Coca-Cola followed a completely different process, aligned with the Lean Start-Up methodology. We reduced production costs to a minimum, we ran a small production and we launched the product on a small scale in cherry-picked locations.

We are now testing the product directly with customers, and in a few months, we will have the results of our testing phase.

The design

 

What defines Bar None brand design is the use of typography. Each flavor in the range has a different personality that is reflected in the design. So, while the logo and its position remain unaltered in all the bottles, the lower level of the pack becomes a canvas for a typographic composition that varies according to the flavor. The flavor becomes the hero of the pack and the typography aims to reflect the personality of each flavor.

This product was developed following a process aligned with the Lean Start-Up methodology. We reduced production costs to a minimum, we ran a small production, and we launched it on a small scale in cherry-picked locations.