Mary – the low alcohol botanical blend
Launching a product designed to take the pressure off.
Co-founder / Strategy / Brand identity / Packaging
We started out wanting to create something that’s not only deliciously easy to drink, but also deliciously easy on the environment and ourselves.
We reckon, sometimes, there’s too much pressure on us all these days. Pressure to look good, to be in control, be a professional, climb the ladder, lean in, be a patient parent and a picture of perfection. And that includes the pressure — be it social, emotional or physical — to have a full strength drink when you might not feel like it.
So we created a product that could be the easy choice — the low alcohol, low stress option. Something you can enjoy, minus the hangovers.
And while we were at it, we wanted to make moderation more fun!
Creating a brand identity that reflects our product: light, bright and green.
One of the biggest things we noticed in our category was that it was filled with craft brands with overly self-important stories. We didn’t want any of that fluff. We wanted to make the idea of drink no & low alcohol a little less serious, so we created a brand that reflected both our product – bright, green and natural – and our easy attitude towards life.
