Challenge
Young people are embracing a more balanced life, and the non-alcoholic beverages industry is booming! The market is crowded with non-alc spirits designed to mimic the full strength alcohol brands. The challenge was to create a new
non-alcoholic spirit brand that disrupts the current category codes and competitors.

Insight
We discovered that people are tired of the social pressures to drink. They don’t want a brand that mimics alcohol, they want one that celebrates their decision not to drink. They’re eager for a brand that is down to earth, real – and actually a bit of fun!

Vision
Meet Drummerboy, a non-alc spirit that plays to its own beat! Our playful Drummerboy character does just that! He’s confident in his own drinking choices and proud of it. It’s all about the attitude, with the brand name taking inspiration from the popular saying ‘march to the beat of your own drum’, giving consumers the opportunity to drink their own way. The connection to music and drumming reflects the laid-back social aspect of the brand with the Drummerboy’s wink saying it all – zero cares given!

The Drummerboy brand icon is inspired by the prohibition style illlustration reinforcing the idea of breaking the rules – whatever they are. The vibrant colour palette reflects the brand’s upbeat personality as well as connecting to the flavours in the range. The black logo typography brings strength and credibility to the brand, positioned in a welcoming arch, not dissimilar to signage on the entrance to a bar, reflecting the inclusive, social aspect of the brand.

The range includes all the classics, each full of traditionally crafted Aussie ingredients. This attention to detail comes through the design details that make a strong suite of assets, from the monograms and alternate logo lock-ups to the quirky crest created from drumsticks keeping the brand flexible and fresh.

An honest, down-to earth brand tone of voice was developed with a nod to music references to keep in theme. Personality driven mocktail names such as Na-groni and Sonic Drummer being thrown in for good measure.

Delivered directly to consumers in a shipper that is right on brand with band stickers and badges to complete the full brand experience.