Rascal
Hard Selzter
Details
The brief was simple – make Rascal loveable. With a name as fun as this, we knew the branding had to be mascot-led to create a lasting, life-of-the-party-level impression. This RTD beverage was all about having a great time without any of the usual drinking side effects. Our team worked on the identity, visual guide, brand story, naming of product variants, packaging, and creative direction for photography based on our established tagline, #NoRegretsJustStories
Services
Brand Identity
Packaging Design
Year
2023
We conducted rounds of primary research to further investigate what people associated with a name like this. Recurring words like rude, snobby, annoying, and even ‘my ex’ showed up. Our conclusion here was that minus a graphic representation, the possibility of a negative impression was very high. This challenge only pushed us forward to look into all the Rascal-like characters we’ve loved over the years. Dennis the menace, Garfield the lasagna-loving cat, Kevin McCallister, and Johnny Bravo – characters who have stolen hearts and gotten many, many laughs, no matter what day and age. This formed the foundation of our insight-led process
Amongst the tigers, monkeys, and birds on a traditional alcohol shelf, we found a gap for something new. Rascal said it all with that smile; he didn’t need a full face to remind you to live in the moment. The brand identity took a playful, colourful, super approachable route to highlight the seriously different aspect of this product; it was easy to drink but even easier to feel.
We connected Rascal to be the beverage itself, personifying him to be your new sidekick for any of life’s unexpected (or expected) adventures. Someone you can always count on to uplift your spirits, that friend that never fails to make your day. Sly grins, tongues out – there was a dash of mischief in the air, with three thrilling flavours to explore.
