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.

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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.

 

 

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