project overview
Barnside Brewing, a B.C craft brewery, set out to launch an alcohol-free sparkling hop water to reach a new generation of non-alcoholic drinkers.
The challenge was to create a visual identity that intentionally lived outside of Barnside’s rustic, farm-based aesthetic. Inspired by west coast Canadian landscapes, road trips and the sense of freedom they represent, Road Pop uses bright, punchy colours and carefree visuals to position the new hop water as fresh, adventurous, and fun.
strategy & discovery
Audience & Positioning Insights
Research-driven insights guided our creative process, ensuring everything we built resonated with our ideal customer. We zoned in on 3 key audience insights:
They prioritize experiences and the journey over the destination.
Current non-alcoholic options use clinical, white, or overly "organic" palettes.
Non-alcoholic drinkers want something that looks "cool" to hold at a party.
Who is the "New Generation" Drinker?
To better understand the ‘New Generation’ drinker, we defined personas that explore why and how this audience seeks out refreshing, non-alcoholic options.
Riley
28 years old
Persona
A weekend hiker and "van-life" enthusiast who loves the ritual of a cold drink after an activity but hates how alcohol affects their sleep and recovery.
pain point
"I want the sunset toast at the summit, but I need to be sharp for the drive back down."
Traditional non-alcoholic drinks feel like "health food" or "sparkling water for kids." They want something that feels like a reward.
Jordan
24 years old
Persona
A creative professional living in an urban center. They attend gallery openings, house parties, and concerts. They are "sober-curious" and choose non-alcoholic drinks to stay social without the burnout.
pain point
"If it’s in my hand in a photo, it needs to look like a choice, not a compromise."
Holding a "plain" water or a "medicinal" looking non-alcohol bottle makes them feel out of place at a party.
The Road Pop Identity
The Visual System
Packaging
