A NEW KIND
Creating a cultural wave with new-to-world brand White Claw.
There was only one player in the category Mark Anthony International wanted to break into, and they were targeting mainly women. Our insight was to create a new twist on a refreshment story with a brand, name and visual language that’s inclusive and gender-neutral.
We created a brand narrative that centred around the legend of the White Claw wave: a triple-set, gnarly phenomenon that delivers the ultimate refreshment. This inspired everything from the name, to our now iconic branding, to the sensorial tone and visual narrative of our art direction: the spiritual home of the brand being the beach, the ocean and a lifestyle without limits.
We crafted the triple wave icon to represent the trifecta of product benefits: low carb, low calorie and gluten-free. The waves also subtly reference a claw shape to give a sense of edge and attitude that pulls White Claw away from traditional hard seltzers. Our styling drew inspiration from surf brands, driving a lifestyle association and creating a powerful brand bullseye.
Our strategy focused on a consumer and product truth around living life without limits.
Consumers needed to understand the benefits behind hard seltzers; MADE PURE was created to convey the lightness and refreshment of seltzer and to highlight its holistic properties—it’s not only delicious but clean.
White Claw satisfied the demand for a better-for-you alcoholic beverage to be enjoyed day or night, and our branding magnified its unique benefits. The codes we created through our packaging design are now table stakes for the category, and the brand itself has become a cultural icon.
White Claw has become a branding and cultural phenomenon; sales have been stratospheric, and the brand has essentially become the category. Since its launch, many have entered the hard seltzer space—but none have reached the heights of the Claw!