Rebel Squeeze Campaign Design
Dutch Bros test launched the addition of orange juice floats to their menu in select regions. This means you can add a layer of refreshing orange juice on top of any drink you choose. In this campaign launch DB recommends trying it with their popular Strawberry Rebel drink, but you can customize Get ready to elevate your beverage experience with the Strawberry Rebel Squeeze!
Rebel Squeeze Overview:
Overview
Wordmarks
Color & Typography
Print Assets
Social Assets
Credits
Drink photography by Shane Patton
Wordmarks
When creating a word mark for the new orange juice float product feature, it was important to check the boxes: To ensure a design that seamlessly flows with or without highlighting "strawberry." This allows versatility and cohesion in different contexts. It's also important to design a logo that works on dark and light backgrounds, ensuring striking visuals. Emphasize the Rebel logo as the main brand identifier. Add dynamic movement to capture attention through type treatment.
Color Palette & Typography
The color palette choice not only ties into Dutch Bros brand colors, specifically "Windmill Blue" but also captures the significance of orange produce with an overall retro vibe
Blenny Black displays boldness and liveliness, while still characterizing the organic nature of fruit. Partnered with Futura PT Bold, representing Dutch Bros brand as a whole, this combo makes a bold statement. Blenny Black commands attention, while Futura PT bold conveys reliability and strength. Together, they reflect Dutch Bros and Rebel Squeeze.
Promotional Print Materials
In the creation of point of sale assets, the focus was to feature the wordmark for brand recognition, showcase both blended and iced versions to entice customers, capture attention and exitment through funky design assets, and including description(s), highlighting unique flavors or limited-time availability. Overall creating an effective design to catch the customer's eye and encourage purchase.
Social Assets
When it comes to providing our regional teams with assets for their social platforms, we ensure a wide range of content that appeals to our customer. From unique Instagram posts that feature the orange juice float on our tasty drinks to engaging Instagram stories that offer call to action, we curate assets that are both eye-catching and informative. By providing our teams with a variety of assets, we enable them to effectively promote our drinks and engage with their local communities on social media platforms.
