Photoshop, Illustrator
Branding, Marketing, Packaging
Group: Tais T., Valeriya M., Megan B., Chev W.
Piper is a beverage brand created as a sister product for Wasaga Beach Brewing Company. The cannabis beverage would be an extension of Wasaga’s existing beer product line. The project was to create the name, branding, packaging and promotional campaign material that integrates with Wasaga’s existing branding and target audience. Additionally, the new brand needed to be distinct as a product on its own. The brand’s objectives were to:
• Provide customers with the same quality assurance from the Wasaga Beach Brewing Company, into the new CBD drinkable line.
• Offering customers a safe alternative to alcohol.
• Changing the societal perception of CBD drinkables.
The brand values quality, brand recognition, trust, authenticity, fun, relaxation and leisure. The target audience would be Millennial and Generation X individuals who value leisure, socialization and casual consumption of alcohol and cannabis.
The Piping Plover is a small bird commonly see in the Wasaga Beach area and is included in the beer company’s branding. The cannabis beverage’s name combines “Piping” and “Plover” into the word “Piper.” This word is also related to a “pipe” which is slang for a smoking device.
The logo uses the illustration of the brand mascot, a Piping Plover, with a psychedelic and iridescent effect, to show an association with a high feeling. The name and the imagery work together to visually connect Wasaga’s existing brand with cannabis culture.
Piper uses a curved shaped pattern and a wavy photographic texture to reference the beach theme, which highlight the psychedelic and iridescent effect of the logo. This creates strong brand recognition and reinforces the idea of relaxation through the use of the product.
Piper’s marketing includes small and large scale advertising, that focus on the company’s slogan and the imagery of the product, while maintaining the presence of the parent brand.
In stores, Piper would display in its own stack-out, with it’s bright brand colours attracting consumers to the variety of flavours available. However, most purchases would be made in the company’s Wasaga Beach platform, selling the original beer alongside Piper. Special appearances such as conferences, would offer tastings of the product as well as offer answers to consumer questions at a designated booth.
The digital content explore’s Piper’s brand material in bold and fun applications, to create interest in the brand. The website directs the consumer’s attention to details about the contents of the drinks as well as where the drinks are available.
The brand’s social media creates a more energetic experience, with a focus on bright and dynamic visuals, with little text, to evoke freshness and fun.
