Seven Monkeys is not just an agency but a team that believes in taking action rather than waiting for opportunities. Tired of waiting for the right project to showcase our capabilities, we created our own brand — Jazer, the agency’s own drink, complete with its story, category, and identity.

To avoid repeating existing market trends and competing directly with our clients, we developed an entirely new category of beverage. Jazer is not an energy drink and not a low-alcohol alternative. It represents something fresh: a drink shaped by CBD culture, represented by “Ja,” and the idea of acceleration and drive, captured by “zer.” This hybrid positioning created a category with its own language, experience, and consumer journey.

From the very beginning, we built the entire brand architecture from scratch. We designed the drink recipe, created the identity and positioning, developed the packaging design and visual identity, and planned the campaign and promotional rollout. We even crafted the point-of-sale materials and event activations. By doing this, we brought Jazer to life while also demonstrating how every stage in brand creation — from product to promotion — is essential. When people ask what it takes, and what it costs, to launch a new product, Jazer is the full answer.

The brand architecture was defined by its emotional positioning. We placed it within the NeedScope red space, with hints of purple, capturing energy, creativity, and cultural edge. While these details may seem abstract, they became the psychological backbone of the brand’s identity and emotional resonance.

The design of Jazer focused on the belief that every detail matters. The color scheme was developed by tasting the drink sip by sip, ensuring each flavor matched its visual identity. Just as tarragon eventually became synonymous with green, Jazer established its own “colors of taste.” The logo, subtle and ambiguous, plays with perception. For some, it looks half-closed; for others, half-open. This deliberate ambiguity sparks curiosity and desire, inviting consumers to interpret the brand in their own way. Even the volume knob detail, which might seem minor, was intentionally designed to signal intensity levels from chill to maximum energy, encouraging one drink to sell another by sparking curiosity about the full range. The CBD label followed the principle of legalization design maturity: small, distinct, and authentic. Neither hidden nor exaggerated, it became a natural part of the product’s identity.

The campaign and promotional strategy extended the brand experience into video, digital, and offline channels. A series of films showcased the lifestyle positioning of Jazer, from underwater sequences to collaborations with cultural icons like Diesel. These videos captured the before-and-after effect of drinking Jazer. The website was created as a multifunctional platform — part landing page, part store, part campaign hub — while posters and POS activations ensured visibility offline, standing out in a saturated advertising landscape. The launch extended into real-world experiences with the Seven Monkeys Party Series, which connected Jazer directly with audiences. What started as an in-house celebration soon became a community event, blending entertainment and brand immersion.

Jazer is more than just a drink; it is a living case study of how Seven Monkeys approaches brand creation. By inventing a new category and designing every touchpoint, from product formulation to promotional events, we proved that a brand is built detail by detail, and experience by experience. What began as a project for ourselves evolved into a cultural product that resonates with a wider audience. With Jazer, we transformed an idea into a tangible achievement and built a brand that perfectly embodies the philosophy of Seven Monkeys.