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SUCKER PUNCH

Sucker Punch

Launching six flavors of fun straight at Gen Z

Design / Branding / CPG / Social / OOH

The challenge

Gen Z love life and embrace creativity. They desire products that reflect who they are. Their purchase is not a given—they expect marketers to work for it. Reaching them isn’t tricky. It just takes real strategy and authentic creative, something we’ve had a lot of experience with. As a piece of pure self-promotion, we tapped into Gen Z’s more responsible approach to drinking and built an entire brand that would give them just what they wanted.

Product strategy

Unapologetically Itself

Introducing Sucker Punch, a bold and delicious, low-alcohol cocktail that doesn’t sacrifice on fun or flavor. From strategy to concepting, through naming and designing, we developed the Sucker Punch brand and launched it across social, OOH, and media channels. A true omni-channel campaign, we reached out through email, built a website, and even released an interactive TikTok filter.

Inspired by the tenacity it takes to reject the status quo, we positioned Sucker Punch as capable of unlocking just the right amount of mischief. The kind that challenges expectations, that knows things can be different, better. For everyone. It was a self-promotion for us for sure, but it also serves as a true example of the value of reaching your customers where they are instead of where you want them to be.

Branding

Building a  
bold brand

We set out to build a brand that was equal parts tenacious and delicious. That meant developing mouthwatering flavor names, creating an iconic logo, making eye-catching colorways, and finding a voice that stands out among other low-alcohol options. And from there,  Sucker Punch was born.

Values

At its core, Sucker Punch covets free spirits. We built a brand whose mission it is to help a generation deflect the status quo and drink different.

Voice and tone

Sucker Punch is more than beverage. It’s a feeling. So we brought that feeling to life with a robust voice & tone guide, and in every touch point along the customer journey.

Visual identity

A bold name needs a fearless graphic language. We created a system big on color and emotive photography. Paired it with clean layouts and added a dash of mischief to resonate with our youthful audience.

Campaign

1OO%
trouble

1

To launch Sucker Punch across the US, we took to social and the streets. Our 100% Trouble campaign came to life across OOH and digital placements, including an interactive TikTok filter to help users tap into their inner troublemaker.

Process

Explorations

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project

Ecommerce brand

Hearts on Fire

Interactive and art direction

We are a creative agency based in Seattle. We are some of the world’s leading experts in modern storytelling. Artists, designers, writers, filmmakers, engineers; we specialize in making the complex offerings—the ones that define modern life and business—eloquent, understandable, even beautiful.

‍Because it's hard. Because it is genuinely aspirational. We challenge ourselves every day, in every interaction—with each other and with our clients—to bring 100% effort, thoughtfulness, curiosity and daring. Join us.