Popp Studio puts the attitude into Desperados’ alcohol-free Virgin 0.0%.

London-based brand and packaging design agency, Popp Studio, unveils the identity and packaging redesign for the global expansion of Desperados’ alcohol-free offer, Virgin 0.0%.

The new identity and packaging will launch into France, the Netherlands and Poland in January 2021 as the first new markets of a new global proposition. This project marks a continuation of a two-and-a-half-year relationship between Popp Studio and Desperados’ global innovation team, at Heineken.

Following an initial launch of Desperados Virgin 0.0% in France in 2020, the brand sought to strengthen its design ahead of the global roll-out this year. The bottles, cans, and secondary packaging needed a better fit with the rest of the Desperados portfolio and required a new sub-framework that would easily accommodate new line extensions.

The challenge was to keep the party attitude, taste appeal, and vibrancy of Desperados – a brand known for its core range of Tequila-flavoured beers – while communicating 0.0% cues to differentiate it on-shelf. The identity and packaging also needed to integrate with other 0.0% products in the Heineken portfolio for in-store merchandising purposes.

The identity features a new, vibrant blue in the logotype and sub-range name to communicate alcohol-free. The medals at the top of the logo retain the distinctive Desperados red for instant recognition.

The central medal has been redrawn to remove any reference to an agave leaf, the key ingredient in Tequila, and replaced with a new iconic Desperados medal, inspired by historical packaging designs.

The sub-range identity is set against a dynamic torn-paper shape, a reference to the exciting Desperados poster campaigns that feature ripped, layered graphics. The colours and illustrations look refreshing and citrusy and hint at the lighter taste profile of new products.

“Even as the consumer appetite for 0.0% alcohol drinks increases, brands that move into the category must do so with a relevant and genuine offer. Striking the right balance between expressing the Desperados brand essence and the great taste of the new liquids, while creating cut-through on-shelf, and fitting into this new category, was always going to require a carefully balanced solution,” said Poppy Stedman, Popp Studio Creative Director.

Janine Klimko, Global Brand Manager Desperados, said:

“Offering 100% taste with 0% alcohol, Desperados Virgin 0.0% unlocks a new experience for the growing number of drinkers who want more choice when it comes to alcohol-free alternatives while still looking for excitement and adventure. With the packaging design, we wanted to convey this message – combining clear 0.0% cues with the iconic Desperados vibrancy. With their knowledge of the Desperados brand DNA, we knew Popp Studio’s creative edge and strategic rigour would meet that challenge. They have given us a design that sets us up to achieve our ambitions for global success.”

View the full case study here.