Cultivating brand potential


Glow-in-the-dark packaging

Posted by: Jo Briton

Categories: Branding, Packaging,

Mon, 16 Jun 2014

Recently we have been working on concept ideas for a rock flavoured party drink, which you mix with vodka and watch the rock dissolve. This project should soon be reaching its final stages. Because of our experience I was attracted to the redesigned packaging for drinks brand Sourz.

JRK has created rather cool glow-in-the-dark bottles, which is inspired by nightclub hand-stamps.

The consultancy says it has used a specialist ink that glows under UV light to evoke the hand-stamps.

The glow-in-the dark redesign aims to give Sourz ‘stronger behind-the-bar’ impact’, according to JKR. What a great idea considering how dark it can be in a nightclub (from what I can remember from when I used to go…), this packaging will really stand out.

Sourz was launched in 1999 by Beam and swiftly became one of the biggest brands in the non-cream liqueurs category, showing consistent growth year on year.

The new look is rolling out in bars, nightclubs and retailers across Europe this month and coincides with the launch of new Sourz Toffee Apple flavour.

Source: Design Week