Bacardi-owned ready-to-drink (RTD) brand Breezer has been given a ‘revolutionary’ new look by London-based design agency Knockout.
The independent spirits brand design agency was tasked with creating a renewed global identity for the brand, formerly known as Bacardi Breezer, to recruit ‘the next generation of drinkers’.
The full scope of the project included packaging, point of sale (POS), in-store activation and out-of-home (OOH) advertising. “Breezer had been enjoying great popularity in markets like India, Scandinavia, SouthAfrica and Canada,” said Dominic Burke, founder and creative director at Knockout. “The brand saw an opportunity to showcase a visual confidence that more powerfully established it as a stand-alone player in the category that it had helped to pioneer.
This rebrand amplifies that legacy, giving Breezer the iconic assets to demonstrate its authority in the RTD category.” The redesign introduces a new crown icon to represent the brand’s long-standing heritage, and is accompanied by a splash motif, which the agency says carries a second interpretation of playful refreshment, created to appeal to a ‘modern audience of spontaneous, fun-loving consumers’.
The bold word mark has been updated with a font that is said to be more balanced and contemporary, with rays of sunshine emanating from behind it to evoke a horizon and bring the daytime drinking occasion to life. Beneath the horizon line and on the neck label are colourful abstract patterns that convey the different flavours of the range, which includes Crisp Watermelon, Ripe Mango, Juicy Peach, Lively Blood Orange & Ginger, and Zingy Lime.
The ‘innovative’ patterns were influenced by urban street art. “The RTD category has evolved considerably since Breezer first debuted, with increased quality of both product and branding,” added Burke. “The updated identity gives Breezer a premium touch to meet these new expectations whilst elevating that playful edge that the brand has always possessed.”