Marx Design 44 Yes You Can
Creative DirectorTristan O'Shannessy
Design DirectorMichael Barron
Team MembersLydia Harden Bull, Nicola Kearns, Sam Bulkeley, Ryan Marx, Tyler Martin
ContributorsDan Bycroft, Yuki Sato, Drew Robertson
ClientYes You Can Co PTY LTD
Former Olympic athlete Tyler Martin approached us to help realise his vision for a ready to drink non-alcoholic cocktail range. With an initial three products developed for launch, Tyler’s mission is to sell both directly to consumers and through major liquor retailers across Australia. The primary audience is the younger, more social ‘seltzer’ crowd who are looking for healthy alternatives to traditional RTD’s.
Our challenge was to remove the social stigma around non-alc drinks. Non-alc alternative drinks are an emerging category with most early brands to the space taking a ‘worthy’ anti-alcohol stance, further isolating those who chose not to partake – a new perspective is required.
Given the challenge above, and the audience we’re talking to, we established early that Yes You Can was going to be a refreshingly positive, inclusive, and non-judgmental brand. The brand name is a statement of intent, referencing the willpower required to cut down, giving you permission to do your own thing, or if you just want to pace yourself by mixing your drinking with a non-alc breather, now you can.
Our brand colours, which are informed by the product types stay true to the positive intent of the brand and are a key graphic asset - vibrant and punchy with strong contrast. This attention seeking approach serves as an antidote and differentiation to the mostly passive colours of other non-alc and conventional RTDs in the market.
Even though there is an intentional clashing, the balance of our colours have been fine-tuned to work in unison across the brand, making colour a key brand asset.