Outcider is an alcohol brand based on the town of Newmarket, which is considered the birthplace and global centre of thoroughbred horse racing. The packaging design is inspired by the bright clashing colours and patterns on the jockey silks. The name Outcider comes from combining the horse racing term ‘outsider’ meaning a horse whose probability of winning is small, with the alcohol ‘cider’. The flavour names Lucky Lemon, Pedigree Peach and Speedy Strawberry, are all inspired by horse racing terminology and the fun, creative names racing horses have. Outcider’s advertising uses the language of betting odds to show the consumer how likely it is they will love the drink. The advertising showcases the patterns and colours from the packaging, so that the brand will be clearly recognised from a distance. Outsider’s Instagram account showcases the brands patterns integrated with images of horse racing. The patterns are consistent across all formats, keeping a strong theme throughout the brand.
CREDIT
- Agency/Creative: Jazz Holwill
- Article Title: Student Creates Alcohol Brand Based on Horse Racing
- Organisation/Entity: Student, Non Published Concept Design
- Project Type: Packaging
- Agency/Creative Country: United Kingdom
- Market Region: Europe
- Project Deliverables: Brand Naming, Brand World, Graphic Design, Packaging Design, Product Naming
- Format: Bottle
- Substrate: Glass Bottle
