Edify

Hatch, 2022

Two of the main reasons people drink alcohol is to relieve stress and become more relaxed or to boost their mood and enhance their experience.

Many of the functional drinks already on the market are not available in flavours that consumers would typically drink along with their alcohol. Edify is here to fill this gap.

Edify is a functional drinks brand that can be mixed with alcohol or consumed on its own. The range includes tonic water, lemonade and ginger beer – which are among the most popular ‘mixers’.

Edify will produce 2 of each mixer – a calming version and an energising version – to appeal to both drinking attitudes and widen the target market. As the brand grows the range of drinks available can be expanded by introducing other popular ‘mixers’.

The brand uses a contemporary twist on a retro 70’s aesthetic to appeal to both younger and older audiences. The 70’s was a time of self-expression - relating back to the choice element of the brand. The 3 most popular ‘mixers’ in the 70’s were also the 3 drinks that Edify produces.

3 calming cans in a row; tonic water. lemonade and ginger beer. Each can has a coloured shape that represents the flavour; a green leaf, a yellow lemon and an orange ginger on a beige can. A curved purple line is used in the background.

3 energising cans in a row; tonic water, lemonade and ginger beer. Each can has a beige shape that represents the flavour; a leaf on a green can, a lemon on a yellow can and a ginger on an orange can. A wiggly purple line is used in the background.

2 boxes; one is a duo box with an energising and calming version of lemonade. The other is a pick’n’mix 6 pack, the box has the purple wiggly line across the box.