Sparklers Campaign Design
Introducing Sparklers, a refreshing new option for Dutch Bros' customers! Looking for a lighter alternative to our beloved but heavier caffeinated drinks like Rebel or Cold Brew? Look no further. With Sparklers, we've added soda to your favorite drink, creating a delightful and uplifting beverage that strikes the perfect balance between refreshment and energy. As we launch this new drink profile to a few test regions, we have our sights set on our loyal afternoon Dutch goers who crave a pick-me-up but desire something a little less heavy. Say goodbye to the afternoon slump and hello to the fizzy, invigorating goodness of Sparklers at Dutch Bros!
The Line Up
Overview
Color & Typography
Print Assets
Social Assets
Credits
Drink photography by Shane Patton
Color Palette & Typography
To match the refreshing and lighter vibe of this test campaign, the color palette is balance between a sense of warmth and relaxation associated with the summer season and reflecting the vibrant and energetic nature of the Dutch Bros brand. These colors embody a fusion of cool and warm tones, creating a visual representation of the perfect summer day, radiating positivity and inviting customers to try a new drink customization.
Swear Display is a dynamic typeface that brings a lot of energy and personality to any design. It is carefully chosen to be used for all headers in order to make a bold statement and grab the customers attention. To complement the playfulness of Swear Display, Futura PT Heavy, a simple and clean typeface used as drink descriptors and informational text. Gitan Latin is also thrown into the mix but to be used more as a design element. The combination of these fonts strikes a perfect balance between fun and straightforward type.
Promotional Print Materials
In order to effectively communicate with our customers during the drive through experience, it is crucial to ensure that the drinks being promoted in this text campaign are properly conveyed. The complexity of these beverages requires a careful approach in designing the point of sale assets. By using clean type and avoiding overwhelming sub brand logos, we aim to create a seamless flow in the drink descriptions. With a minimalistic background, we direct the customers' attention to the main highlight of the campaign - the drinks themselves. This strategy aims to maximize engagement and ensure that the messaging and appeal of the beverages are effectively translated to our valued customers.
Social Assets
Since this was a regional test campaign, it was important to equip our regional social teams with a diverse array of social assets. Recognizing the importance of catching the attention of our audience, I aimed to provide a mix of lifestyle and graphic social posts. Additionally, we wanted to take advantage of the interactive nature of Instagram, so I focused on creating engaging animated IG stories that showcased the playful and exciting drink options we were promoting. By offering such a variety of social assets, we aimed to maximize our reach and engagement within the target region.
