This alcohol-free spritz “eschews the embellished codes” of its category

B&B studio has devised the name, branding and packaging for new alcohol-free instant spritz cocktail Citizen Spritz, looking to “eschew the embellished codes of the spirits and faux spirits” category with a “clean, vibrant look”.

The alcohol-free spritz is made to be mixed with sparkling water and is intended for occasions where people want to wind down with a “grown-up drink” that isn’t too complex to make, says B&B design director Jack Gibbons. B&B had previously collaborated with one of Citizen Spritz’s founders and was asked to work with them again to develop all elements of the brand creation, from brand positioning and creative strategy, to naming, brand design and packaging.

“The alcohol alternative market is shifting from niche to mainstream”, says Gibbons, adding that Citizen Spritz was designed to challenge existing often-embellished brands in the category. Since the brand’s main aim is to make drinking less alcohol simpler, more convenient and more affordable, he says accessibility was a key driver for the brand and packaging design.

Naming the drink Citizen Spritz aligned with its “for the people” brand positioning and seeks to convey the “progressive energy” of the brand, he explains. The name appears in a bespoke logotype across the identity, which combines “crafted credibility with a modern friendliness”, according to Gibbons. The hidden spark icon in the logo references the fizz of the sparkling water that the product is intended to be mixed with.

B&B developed a “laid back” tone of voice for Citizen Spritz, aiming to introduce “an everyman wit” across its communications, says Gibbons.

To “avoid spirits comparisons”, Gibbon’s says B&B opted for bottle shape “more reminiscent of a sparkling soda structure”. He describes the “graduated frosting” of the bottle design, chosen to “echo the refreshing quality of the drink”.

The design means that the concentrated liquid colour is visible at the bottom of the bottle, with the frosted element towards the top revealing the colour of the finished drink, demonstrating “the idea of dilution”, says Gibbons.

He adds that because of the “simplicity of the bottle design”, perfecting the bottle finishes and graduated frosting was key and presented a challenge in “design and production”.