REFRESHMENT REFINEMENT

Seagram’s

VISUAL IDENTITY, LOGO, PACKAGING AND BRAND ACTIVATION

Seagram’s sparkling beverages exist in a category that really doesn’t shine—full of me-too product design in a sea of green with no clear category leader. Starting with a well-respected heritage and a planned increase in distribution, Coca-Cola asked Hatch to breathe new life and love into the brand.

Strategy

Seagram’s is refined refreshment.

Design Principle

Deconstructing a longstanding tradition.

Hatch kept elements from Seagram’s legacy but explored them in a vastly more modern way. The identity was the first step—we separated the iconic crest from the word mark, makingit a consistent, visual backdrop.

Design Principle

Sophistication you can see.

We flooded each can, case and 2-liter bottle with a crisp, clean, metallic color; each one representing a distinct flavor cue to help consumers shop among the varieties.

Design Principle

Seagram's is social.

The identity lent itself to beautiful, yet restrained visual treatments for Seagram’s sponsored events and custom merchandise while elevating participants’ thirst for the brand.

Impact

The new identity increased relevancy, especially with adults, and opened the door to new drinking occasions—from an infrequently used mixer to a taste alternative for everyday.

Due to the success of the sparkling beverage visual identity, we applied the same design principles to Seagram’s line of sparkling seltzers.