Branding
Tuesday April 13, 2021 By David Quintanilla
Same, Same, But Different: Bringing Unified Uniqueness to the Funky Buddha Line of Beers and Hard Seltzers | Dieline


Funky Buddha Brewery had an enormous downside. Individuals beloved their beer.

OK, in order that doesn’t sound like a lot of an issue; we get that. People loved cracking open a can of their Floridian hefeweizen after an extended workday or sitting on a patio and consuming their Hop Gun IPA. The problem, nevertheless, was nobody was conscious these have been brewed by Funky Buddha—all anybody knew was they preferred the beer.

“From a shelf perspective, the billboarding on each the cans and the six-packs contributed to the busyness of the house,” mentioned Derek Springston. Derek is the chief inventive officer and associate at Moxie Sozo, the company which led the redesign whereas collaborating with Funky Buddha’s inside staff. “Our goal was to create a system that didn’t lose the model’s persona however was rather more efficient in speaking that model recognition.”

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“We wished to retain that distinctive persona per beer, which each and every beer model needs to do,” added Charles Bloom, inventive director and associate at Moxie Sozo. “We wished to seek out methods to usher in that consistency with out being too homogenous, boring, or formulaic.”

Funky Buddha has a number of sequence, together with their core line, restricted releases, and a tough seltzer. However what makes them so completely different from one another is what unifies them. With this in thoughts, Moxie Sozo advanced the present brand mark. Doing that helped radiate the beer’s persona on the can—as if all the pieces have been flowing from or into the model itself.

They used a mandala to specific this free-flowing change of vitality. Mandalas—which come from the Sanskrit phrase for “circle”—are thought to have originated in the 4th century A.D. from Buddhist monks. A visible illustration of the universe, these intricate round patterns seemingly haven’t any starting or finish. Moxie Sozo used this repeating illustration to include the distinctive parts of every beer whereas additionally reflecting how all the pieces comes again to the Funky Buddha model.

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“It’s this multi-directional factor,” Charles defined. “Funky Buddha incorporates these vibes, and by consuming this beer, it’s such as you’re capturing a few of that essence, too.”

Though Funky Buddha prides itself on its Floridian roots, the staff didn’t need to depend on stereotypes concerning the state. They did take a very good have a look at the model’s previous packaging to determine what parts they may pull and spotlight in a brand new, contemporary method that might higher embrace every brew’s distinct persona. The Floridian hefeweizen, as an illustration, featured a soothing hammock and soothing sundown backdrop. Moxie Sozo captured that heat, sun-drenched feeling with golds and oranges, however then they added in parts like a skateboarding solar flashing a peace signal.

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Whatever the sequence, the packaging comes along with an off-the-cuff and laid-back typeface and a vibrant colour palette. Plus, the illustration model leaves loads of alternatives for the model to dip into animation for commercials or social media.

“Moxie Sozo helped us seize the chance to evolve Funky Buddha right into a grasp model by crafting a narrative across the mark,” mentioned John Linn, Advertising and marketing Director, Funky Buddha & Constellation Manufacturers. “They realized it by a decent visible system that also offered the room for our persona to shine by.”

When Funky Buddha’s homeowners, Constellation Brands, noticed the proposed designs, they knew it was now not an idea—it was a actuality. “As soon as they noticed the redesign, the inner momentum from the bigger staff changed into pleasure, they usually wished us to do increasingly,” mentioned Mike Bowman, senior account director at Moxie Sozo. From there, it grew to become about executing the imaginative and prescient.

Moxie Sozo needed to discover that stability between one thing completely one-of-a-kind and likewise one thing that might get used for each can—“unified uniqueness,” Charles mentioned. “At any time when one thing needed to be constant, we wished to verify these consistencies had their very own persona, together with the kind decisions, which have a brush lettering, poster-y really feel to them, a form of swish to the characters.”

Moxie Sozo couldn’t have had a greater venture to work on in the summertime of 2020 amidst a worldwide pandemic, and the studio relished the possibility to create one thing stuffed with pleasure. It’s not merely an escape however a strategy to inject good vibes into your life. You actually can’t assist however really feel the positivity emanating from a can of Funky Buddha—and that’s what the model is all about.

Go here to learn more about Moxie Sozo!



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