Hopt (Clean Soda) by Antonia Davison
2013 - 2014, Platinum A' Food, Beverage and Culinary Arts Design Award Winner
To create the ideal 'sociability and wellbeing' soft drink, to overcome the frustrations people have with existing choices when they don't want to drink alcohol but still want to socialise and connect with those around them.
A delicious clean soda crafted for adults; a unique fusion of hop extracts, natural flavours, and less than half the sugar of leading regular soft drinks. An ancient Skaldic word, 'hopt' is thought to mean connected - Hopt helps people socialise without compromising their aspirations to live more healthily. Over 15 features are built into Hopt's design, each with a specific benefit.
Design Challenges
Creating optimal brand communications for a multifaceted soft drink design. The term "non-alcoholic beverage" can be confusing and negatively frames Hopt. In seeking an impactful communication idea, simple 'disruption through design' and 'clean soda' positioning evolved.
Production Technology
Through 'lean start-up' methodologies and 'in situ' rapid prototyping, the attributes a 'sociability and wellbeing' drink needed to have to deliver the right balance of emotional, social and functional benefits, were discovered. A team across Tokyo, Melbourne and Auckland applied a user-centred design focus to bring together the necessary ingredient, packaging and brand components and deliver the benefits required.
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