• Carma Levene

The And Brand | Ampersand Projects

This post was brought to you by thirst.


I was feeling a bit uninspired about what I could share with you, marketers. And when this happens instead of trying to think of things, you just need to pay attention to what's happening around you.


I'll start at the beginning...


I started following a ketogenic diet. It sounds like irrelevant extra information, but it isn't - bear with me!


When you start trying to balance v low carbs, zero sugar and high fat there's restrictions and to be honest with you I think giving up potatoes and ice-cream is enough, I'll be damned if I was going to completely give up booze as well.


But here's where the story starts to make sense again. On the way home from recording our latest podcast episode the mercury tickled the late thirties and I felt thirsty. Knowing there was a lack of viable options at home I stopped in quickly at the local bottle-o and as I was walking in I was struck by a thought.


"Wouldn't it be so much easier to choose [keto] drinks if booze packaging had nutritional information" said my brain to no-one in particular.


So I thought I'd take a look at the RTD fridge and see if any of the 'alcopops' did indeed contain a table of information about how bad they are for you.


And that's when I noticed a very plain black and white can...


Struck by it's plain-ness I picked it up and spun it around to see a nutritional information table was included, and this little can had no sugar, no carbs, and no gross things. It's literally vodka and soda in a can.


It's the full top can like a Colonial beer, so you can drink from it and add ice, lime, or just enjoy it simply as it is. Perfect!


I was intrigued by its simplicity, the branding elements are minimalistic, and it's totally on point for the message they're trying to convey to the drinking public. It's a simple beverage. There's no unneccessary sh!t going on here. It's basic, bold and a bit bougie.


I looked up the manufacturer and the company is call Ampersand Projects and is based in NSW. Turns out they also make a stronger vodka soda at 6.2% in a black can, and a gin soda.


I think it takes restraint and a bit of chutzpah to choose simple bold branding.


I mean in the case of this Ampersand Projects product I don't think you could have gone any other way as it represents the product perfectly - but I think more brands could be brave and strip back on their pallette, gradients and brand elements cluttering up the place.


You can still be eye-catching and effective, here's a little taste of their content style with a video posted to their Facebook page.




What do you think marketers? Do you like this simple approach?

Would you drink this? Let us know in the comments.