Local Weather

A whole new generation of hydration

Services

Immersion & Discovery

Brand Strategy

Tone of Voice & Copywriting

Visual Identity & Materials

Brand Style Guide

Interact partnered with Harper + Scott - a cutting edge creative agency focused on producing private label goods - to bring to life an idea for a powerful lifestyle brand in a new category of Modern Performance drinks. This meant taking a holistic approach to brand creation. One that would focus on an untapped consumer group in the category, Gen Z.

We created a brand that would connect to Gen Z in meaningful and unique ways. We set out to balance the conceptual nature of mind health with the performance needs of body hydration. We saw that our consumers needed to be all of themselves, all of the time, to be able to reach their full potential, on and off the field. To achieve this ambition we knew we would need to develop a system that took risks, was a little daring, creatively inventive and always inspirational. Gen Z will make purchasing decisions based on a brand's sustainable attributes. Through our material audit, considering the category norms and factoring in the importance of sustainability, we chose a material that was foreign to the category and infinitely recyclable : aluminum. We are proud to create the first functional beverage in an aluminum can.

Inventing a totally new and unique brand in an oversaturated category tasked us with having to approach the brand from a visually conceptual direction that performed functionally when shopped at shelf. This came together with strong pushes for creative brand names ending in Local Weather. Just like your local weather forecast, these drinks would give you what you need, when and where you need it. To reinforce this core idea we developed a clean and modern logo that referenced hydration and rain, an on-pack illustration style that was offbeat and could feature every activity from football to creative writing, and a color system that would help us stand out on shelf and represent our optimistic nature.