Fun Agency is Rethinking Drinking.

Leeds based creative agency, Fun, have created the brand and packaging for alcohol free start-up company Drynks Unlimited.

Drynks Unlimited is a brewer of alcohol free drinks that are 0% alcohol, unlike most others producers who are up to 0.5% ABV. Their ‘drynks’ are craftily brewed by first making alcoholic cider, beer and lagers and then using a unique (and much gentler) Cool Distillation process to remove all the alcohol.

With the current trend for no/low alcohol growing and mindful drinking seeing huge growth, we wanted from the outset to create a brand that straddled the adult soft drinks and the alcohol free markets. To do this meant we did not want to replicate standard alcohol cues in either the brand tone of voice or the look and feel. We needed to grab the consumers’ attention, both on shelf and through tone of voice. Drynks create drinks that give the consumer what they have been desperate for – an alternative to sweet sugary soft drinks and ‘craft’ non-alcoholic beers such as Big Drop and Lucky Saint etc. Furthermore, Drynks only produce alcohol free drinks unlike the larger global brewers such as Heineken.

Our client came to us first with the idea to create a range of drinks, but after looking at the gap in the market and finding a unique insight, we proposed creating an overall brand so that it could grow in not only range offering but also ultimately to be the go-to brand for superior, great tasting alcohol free drinks.

The name Drynks Unlimited is a portmanteau (now there’s a fancy new word!) of the words ‘Dry Drinks’, meaning alcohol free, and helps communicate the no limits mantra of always producing the very best beverages, however complex the process is. We also wanted to challenge consumers’ expectations and pre-conceived ideas about alcohol free, so ‘Rethinking Drinking’ became the brand’s message.

The tone of voice for the brand is never boring AF and we have created the foundations for a brand that really catches the consumers’ imagination with a great playful tone of voice. This runs not only across in the packaging, but across advertising and wider comms, some examples of this are:

‘ALL THE CIDERINESS, NONE OF THE BOOZINESS’
‘DELICIOUS DRYNKS, NEVER DRUNK’
‘TASTE THE SMUGNESS OF DRIVING HOME’
‘DRYNK THAT MAKES YOU MORE ATTRACTIVE’

The launch range, ‘Smashed’, consists of a ciders, lagers and beers and will also see the launch soon of two further ‘drynks’ to the range. There are also plans to create great tasting drynks across wines and spirits – all of course alcohol free.

Paul Alexander, creative and partner said “This project was right up our street. We specialise in brand defining ideas – creating new brands from scratch through to helping established brands stay relevant. Taking our experience in the alcohol brand sector, and delivering something for the alcohol free market was a real opportunity. Being part of the brand’s creation from day one, creating a clear proposition and strategy for such a dynamic startup such as Drynks Unlimited has been a fast paced, ever evolving project”

Using our extensive knowledge of working with alcoholic brands we created the brand from the group up, everything from the logo itself, tone of voice, look and feel through to packaging and advertising. The brand has been extremely well received and recently appeared on BBC2’s Dragons Den where it succeeded in getting backing from the Dragons. It has also achieved listings on and off trade with the likes of Booth’s Foodstores, and UK wide distribution through Matthew Clarke.

Sarah Alexander, creative and partner added “Creating this brand from day one, and helping our client see a much wider opportunity has been thoroughly enjoyable, and to get such positive feedback from not only major mults but Dragons Den means all the hard work was worth it.”