Design Strategy, Packaging Design
Sub-brand creation for Desperados Alcoholic Sparkling Water
“The vibrant packaging perfectly expresses the playful experimentation at Desperados’ heart and unique new product proposition.“
– Desperados Brand Commercial Manager
In response to consumers looking for a fruity-yet-fresh beer alternative for any occasion, Desperados decided to venture into the world of hard seltzers. The new Alcoholic Sparkling Water is made with carbonated purified alcoholic water, a natural lime twist and an edge of tequila at 4.5 abv with just 99 calories.
Our challenge was to take Desperados – so strongly associated with beer – into the hard seltzer category, while keeping its DNA of playful experimentation.
Seeking to welcome those who have an active lifestyle to enjoy the party spirit of Desperados, the idea, “drink light, party hard!”, is direct in both attitude and articulation.
The brand’s energetic background patterns have been reimagined in silver and white, leveraging category cues. The base of each can has a silver band, repurposing of the black frame from the core range to feel like sparkling water. This sits underneath a vibrant flavour illustration, with agave and fruit splashing into the water.
Popp Studio worked with the project team using an agile methodology to make rapid progress on product and design development simultaneously, allowing Heineken to seize unique market opportunities faster.
“Once again, Popp Studio has taken Desperados into a new territory with a design that feels at home in the category but still authentic to the original brand. The vibrant packaging perfectly expresses the playful experimentation at Desperados’ heart and unique new product proposition. We are excited to ignite the tastebuds of those who crave the unusual in life.”
Elke Hulshof, Brand Commercial Manager, The Heineken Company
Venturing into a new category?
We can make you fit in and stand out.