AVALLEN BRAND REFRESH & SOCIAL STRATEGY
Fighting climate change one apple at a time: Developing a refreshed visual identity and social strategy for Avallen Spirits
We created a new brand world, bold visual identity and impactful social media strategy with supporting assets for Avallen Spirits to help reposition the calvados as an industry leader in sustainability and take an active stance on the climate crisis.
Brand World Refresh | Brand Messaging | Key Visual Design | Social Media Strategy & Guidelines | Social Asset Creation | Insight Report Design
THE CHALLENGE
Since designing the packaging and creating the brand world for the launch of Avallen in 2019, Avallen’s mission to be the world’s most planet-positive spirit was as strong as ever.
After 4 years of trading and the climate crisis looming larger than ever, it was apparent that it was now or never to up Planet Positive mission. Determined to take a bolder stance with its sustainability message and rally today’s eco-conscious consumers to its cause, Avallen needed to refresh its identity, brand messaging and social strategy, adopting a stand-out approach to its brand world and messaging, whilst staying true to the visual cues of the brand.
THE INSIGHT
A brand with a host of climate-positive accolades to its name, Avallen lives up to its promise to ‘Bee More’ in the drinks industry. Setting new benchmarks in environmental performance and transparency, Avallen had the opportunity to share its sustainability story and educate customers on how to take meaningful action against the climate and biodiversity crisis by moving from a more subtle look and feel, to a bolder brand world that actively conveyed its planet-positive messaging.
KEY VISUALS DESIGN
SOCIAL CHANNELS BRAND GUIDELINES
THE APPROACH
Drawing on climate change and activism posters, we developed a new look and feel for Avallen that was punchy and eye-catching. Integrating photography of apples into the illustrations to create a direct link to Avallen’s flavour profile, three core key-visuals were created with refreshed bold fonts and textures, each with its own powerful messaging. Leading with the message “IT’S CRUNCH TIME” the idea was planted that “time was up” on climate change and that the need for positive action was now.
The new messaging, look and feel was rolled out across a wide range of social assets, developed to match the brand’s new digital-first strategy. Tapping into platforms where consumers where most active, the focus was on messaging – communicating Avallen’s environmental credentials, taste profile and core serves via Instagram.
Brand guidelines were refreshed to match the striking new visuals for both print and social assets and Avallen’s ‘Bee More’ Report was created to further spread the word about the brand’s positive impact and help others be better to the planet.
THE WONDER
Avallen’s new look harnesses the power of social media to broaden awareness and increase sales demand. According to GlobalWebIndex, 54% of social users use channels to research products and 71% are more likely to purchase based on social referrals.
Putting its customers at the centre of every decision it makes as brand, Avallen’s sustainably-driven social strategy and refreshed brand world, has had a knock-on effect on retailers, impacting purchasing decisions and securing new and valuable listings from stockists such as Harvey Nichols.
