The Brief
Our task was to create pack design and visual identity which would introduce this product to the market embodying fun, energy, vitality and Belgium quality. The design should appeal a younger target audience which is looking for a healthier tasty option of non-alcoholic beverages.
About the product
Ligre Malta is a refreshing non-alcoholic, dark malt beverage, brewed with finest barley malt and hops. These ingredients naturally contain vitamins and minerals which fuels your body with superior energy and vitality. The unique taste of the malt and its benefits make the Ligre Malta a great healthy option for markets where the non-alcoholic consumer audience is growing and in markets where alcoholic beverages are not allowed.
The Solution
The challenge was to create the design which will speak to the younger consumers, who are not big spenders but enjoy playful refreshing non-alcoholic drink. The product line is all about malt as a main ingredient providing the great energy and vitality. The emphasis was on the warmth and importance of human connection as well. This drink with malty aroma is simply bringing people together after a long day.
As for the packaging we had to work around the mandatory product logo – lion and the product name. For this specific product we defined a warm rich color palette with gold, dark orange and brown, which subtly reminds the colors of Belgium flag. We introduced as well as the graphics of the tropical jungle leaves to create a feeling of wild energy and power.
The key visual, as a staple point of the product communication, is then setting the tone of voice. We were inspired by a tropical party vibe for its warm, refreshing and playful energy which we then translated yellow color, playful font and illustrations with dancing figures and great contemporary photo style.
