Loverboy was an early mover in the category. The “it’s better for you” sparkling hard teas and RTD cocktails are a favorite of Summer House’s army of fans and a fixture with partygoers across the US. In a sea of white seltzer cans, the challenge was to elevate the Loverboy brand and bring through the personality of our founders. In an ultra-competitive market, we were falling behind and needed to prepare the brand for national expansion.

On a mission to show the world a good time, we helped Loverboy embolden their master brand and shift from funky challenger to flirty mass icon. Loverboy was one of the OGs of the American hard tea scene. Faced with fierce competition and ambitious innovation plans, we needed a brand that brought the party wherever it went, while being able to effortlessly scale into different occasions across their full portfolio.

As an extension of its founders’ work hard, play harder ethos, we celebrated Loverboy’s mission to show the world a good time, standing out and elevating the brand to effortlessly bring the party anytime, any place.

The life and soul of the party, we took the existing Loverboy DNA and turned it up loud. Bold in spirit, loud in style (just like Kyle’s wardrobe), Loverboy is never afraid to steal the show. We took a go big or go home approach to our distinctive wordmark, giving it a dramatic drop shadow and evolving it to sit centre stage on pack, while a hero hot pink and suite of playful stickers and patterns feel fresh, fun and flirty.

Each flavour got it’s own unique pattern inspired by the environment they will be enjoyed. From a rooftop party in New York to an afternoon relaxing by the pool in LA, these vibrant new expressions are set to continue spreading the love, just a little bolder!

Topped off with some playful messaging, this brand brings good times, all the time.