Long-Rays

Branding
Retail & Products

Situation

Newly established company producing craft tonic water.
Passion for Australian lifestyle and boutique gin culture.
Products influenced by the native botanical tones of local regions to bring to market a refreshingly different tonic that communities can be proud to call their own.

Objectives

Claim position as a strong influencer and market leader in the emerging craft tonic market.
Articulate a strong, tasteful brand identity and a symbolic brand icon reflective of a contemporary, early adoptive market.
Become the craft tonic of choice for consumers, distilleries, bars and stockists.

Approach

Strategically, we approached the project with the goal of creating a magnetic, contemporary and disruptive brand that would gain immediate traction in the Australian market. We also created a strong campaign and communication strategy to be used for sales and social media to reach the target market. With growth potential in mind, an additional product stream model was developed for the possibility of the brand expanding its product range in the future.

The name Long-Rays was inspired by the notion of gathering to enjoy long afternoons with good friends in the golden afternoon light. The campaign voice ‘gathered to enjoy’ plays on this concept as well as the Australian native botanicals that were gathered to create Long-Rays tonic water.

Visually, the brand icon represents rays of light and is enhanced by the use of shadows and lighting produced by the native botanicals and the tones of golden hour and twilight.

The botanicals also influenced the brand’s primary colour palette of warm grey, earthy tones and navy.