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2023 US food & beverage trends
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2023 UK consumer trends report
2023 US consumer trends report
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Beverage brands compete for the eye of consumers before they can even get to taste. In bars, supermarkets and increasingly online, these types of brands are discovering that unique branding can help them build a fan base that can make them the drink of choice for their target audience.
And there’s more to it than a logo or cute bottle. Beverage brands are able to build communities that revolve around social events, self-improvement and focus, health or even wellness.
Grab your favorite drink and let’s dive into some tasty beverage branding ideas, and why they work.
Back in the day, a good brand design for a beverage would be visually appealing, memorable and easily recognizable. Now, you can add ‘Instagrammable’ to the list—an effective beverage brand design means people want to share it.
Another shift that has been made is in the information on the label. People are looking more at the ingredient list, and they appreciate brands that make it easy to understand what’s in there—which is all part of branding.
Last but not least, a beverage brand should not just have pretty bottles, it should have a strong online brand as well. And the ones that are really thriving, are those who started to build communities.
Creating a brand is never an easy task, but in a crowded market like the food and beverage industry, it’s even more of a challenge. Here are some factors that are at play.
We want to know what we’re really drinking, more than ever before. Brands need to find ways to make ingredient lists easy to read, but also match the brand.
Consumers don’t want to bring home an excess of plastic just to enjoy their favorite drinks. Brands need to find ways to make their packaging sustainable, but keep it practical. And within budget.
If you’re sensitive to screaming colors, don’t stand in front of the drink aisle in the supermarket. There are countless brands out there and new ones easily drown in a sea of color. That makes it harder to build brand recognition.
Beverage packaging and labeling simply have to comply with various regulations, like nutrition information and allergen warnings. That can be a real challenge for creatives.
What looks good on the label doesn’t always translate to online content, but it’s crucial to be recognizable.
With Attest you can reach your target customers and get fast, reliable insights into how they think, act and buy. But you’re not alone—you’ll get designated support from the Customer Research Team!
It’s time to crack open some inspiration. Get a taste of how these beverage brands have created strong identities.
Torani used Attest consumer research tools for a new product development project—infused energy drinks—and we fell for their brand identity.
Torani produces flavored syrups for the food service industry across the United States and globally. They have created branding and bottles that look good next to your drink—so you’re in no rush to clear the table.
They’ve used a vintage look and bright colors that perfectly match the colorful flavors. The bottles are very Instagrammable, which is a smart marketing tactic in itself.
If you’re thinking of launching a brand with a classic, old-school look, check out our concept testing tools to see if it resonates with your audience.
If you think of oat milk, you probably don’t get all hyped up. It’s a humble ingredient, and MOMA is honest about that—and uses it in its branding.
It prides itself in being the craft choice for great baristas, and communicates this with latte art on its packaging. Simple, but smart. You’ll easily recognize that MOMA is a great choice for your matcha, cappuccino or whatever the heck the cool kids are drinking these days.
Working with Attest MOMA gathered metrics around brand awareness, brand sentiment, and purchase intent for the oat milk category. Once the campaign had concluded, MOMA ran the survey again, this time showing the advert creative.
If you’re also looking to measure the effect of individual campaigns (because yes, you can!), check out our brand perception survey and other templates.
Top tip: you can also run creative testing based on competitors’ creatives. If you ask consumers what they like or dislike about successful (or unsuccessful!) products, you can use that insight to guide your own strategies.
Smoothie brand innocent is an icon in the world of branding, and they’ve got a great copywriter to thank for that. While the cute and happy-looking bottles are easy to recognize too, the real brand identity of innocent is found when you zoom in: it’s all in the copy.
Want to have some fun? Pick up a bottle and read the fine print. You’ll find puns, sassy commentary on the drinks industry, fun ways the ingredients are explained and even honest yet funny disclaimers on sustainability.
This approach to brand identity seems silly, but it’s super smart. It opens up a world of possibilities for campaigns and other creative ideas for innocent, because it all fits their tone of voice.
DRY doesn’t leave you guessing about what’s in its drinks, or what isn’t in there. They worked with Attest for a new product development project, and some tasty flavors rolled out.
DRY Soda Co. offers alcohol-free drinks that are bursting with flavor. They are keeping their brand identity clean and clear, just like their drinks. You can instantly see what flavor you’re dealing with and that it’s a headache-free drink.
Are you one of those people that picks a bottle of wine based on how fun the label looks? No judgement here. But there’s a new option in town, and this bottle catches your eye (and heart!) instantly.
Their wines are ‘clean’, with no sugar and minimal intervention—and the bottles reflect that perfectly.
It’s not just the shape—it’s the size that is unusual too. Every bottle holds one large glass of wine, for a reason. Sparkling wines shouldn’t be kept open in the fridge for long—no wine should, really. This packaging design approach therefore also helps consumers to taste Usual wine at its best and keeps it fresh.
Got an idea bubbling up for a beverage (re)brand? Here are some pointers to keep in mind.
If you want to build a successful brand, develop your brand based on data. Attest is the way to go and helps you connect with a large enough consumer base to make decisions with confidence.
Check out which brand metrics we can help you measure and reach out to our research experts for tailored guidance on your journey to becoming the next cool company in the beverages aisle.
Reach your target audience with Attest to find out whether your beverage branding will be a hit or a flop. Get fast, reliable insights and designated research support with Attest!
Senior Customer Research Manager
Nick joined Attest in 2021, with more than 10 years' experience in market research and consumer insights on both agency and brand sides. As part of the Customer Research Team team, Nick takes a hands-on role supporting customers uncover insights and opportunities for growth.
10 min read
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