Within the more and more saturated world of ready-to-drink (RTD) drinks, Boston Beer Firm and design studio Thirst have managed to bottle one thing recent. Simply Exhausting Squeezed is a tough juice that does away with fads, fizz, and fluff, opting as an alternative for large flavour, actual fruit, and a model world that is as juicy as its title suggests.
At first look, the identification for Simply Exhausting Squeezed is all daring colors, expressive sort, and pulpy illustrations, however look nearer and you will find a strategic self-discipline underpinning each determination. The temporary was easy however particular: break away from boring rituals, enchantment to taste-driven drinkers, and produce some zing to a market crowded with carbonated sameness.
To realize this, Thirst constructed your entire model round one central concept: Make Moments Extra Juicy. That phrase grew to become what Affiliate Artistic Director Glen Thorpe calls “an ethos for a way the model ought to behave.” He provides: “That mindset formed the whole lot: the way it talks, the way it strikes, the way it lands. It is about squeezing each final drop out of each second.”
A way of immediacy is obvious throughout each touchpoint. The wordmark is actually squeezed, with cartoon-like droplets bursting out of the kind. Every flavour is colour-coded through these droplets, giving the packaging an intuitive cue that is each practical and enjoyable.
The illustrations, created in-house, amplify this vitality, dialling up the fruit-forward persona and including a way of movement to the model. In the meantime, particulars like stickers impressed by produce aisle labels add a wink of persona with out veering into pastiche.
“We approached it like flavour design,” says Glen. “All the pieces wanted to really feel as juicy because the product itself… The palette is vibrant however purposeful – pulled from recent fruit stalls, nothing synthetic. And the kind and iconography are curved, inflated and filled with ripeness. Even the quiet stuff has that pulpy, expressive high quality.”
In a class the place visible overload is the norm, the staff knew they needed to stroll a tremendous line between playful and punchy, with out tipping into cliché. That restraint is what provides Simply Exhausting Squeezed its readability. Each ingredient has a job to do, and nothing is there only for ornament.
“We saved stripping it again till each ingredient was doing one clear job – no extra, no much less,” says Glen. “If one thing did not add to the immediacy, it got here out. That is what helped us keep sharp.”
Visually, the identification nods to Pop Artwork and mid-century editorial advertisements – not as a gimmick, however as a stylistic toolkit. These references gave the staff a graphic language that was each high-impact and filled with angle, whereas avoiding the overdone tropes of the RTD world.
“We leaned into Pop Artwork as a result of it felt proper attitudinally – expressive, playful, and direct,” Glen explains. “It gave us a strategy to construct flavour and character with out falling again on drained RTD tropes… We weren’t making an attempt to go full classic or retro – it was extra about borrowing the allure, construction and vitality, then cleansing it up and letting it breathe.”
That breathability comes by way of within the tone of voice as properly. There is a looseness and levity to the messaging – a welcome antidote to the overly earnest tone so widespread in drinks branding. It is a model that does not attempt to promote you a life-style, only a actually good time.
Images additionally performs a starring position. Moderately than static, shiny product pictures, the visuals purpose to seize the drink in its pure habitat: with associates, in movement, and unfiltered. Fruit takes centre stage, typically proven in enjoyable, barely subversive methods – a visible reminder that this can be a drink made with actual juice, not simply synthetic flavourings and false guarantees.
From brand to way of life, Thirst’s work on Simply Exhausting Squeezed is a lesson in stability. It is unafraid to be loud however by no means shouts for the sake of it. It is assured in its readability and, most of all, it delivers on the promise in its title, squeezing each final drop of potential from the product and the model.
In a crowded class, it is not simple to face out, however with Simply Exhausting Squeezed, Thirst hasn’t simply discovered a manner in and carved out a juicy new lane of their very own.
