One Design 49 Zeffer Seltzer
Design DirectorsDavid Macdonald, Rachel Doughty
Team MembersCasey King, Briar Mark, Coco Campbell
The arrival of alcoholic Seltzers on New Zealand shores made summer 2021 very much the summer of Seltzer. Hawke’s Bay based Zeffer saw this on the horizon and took the opportunity to expand their offering and produce New Zealand’s first cider-based seltzer. Being cider-based they were able to circumvent the liquor-store-only restrictions that spirit-based RTDs are bound by, and be stocked alongside traditional beer and cider in the supermarket.
They approached us with the brief to create bold new packaging that leveraged their brand equity as producers of world-class cider while maintaining a visual distance from their core products.
Concocted with minimal ingredients, real fruit flavouring and little to no sugar, the ethos of ‘less is more’ applied in product manufacturing and was mimicked in the packaging design.
Taking a bold typographic approach and removing the superfluous meant that we could drill down to only what needed to be communicated and prominently call out the health claims. Bright, yet soft colours identify the flavour variants, and the resulting colourful packs stand out against some of the more convoluted competing brands.