Founded in 2019, Clubby Seltzers is a beverage company that offers alcoholic drinks low in sugar and calories. Their flagship product is an easy-sipping seltzer aimed at golfers. The company had a vision for package design, but it needed help developing a brand that would grow alongside its emerging hard seltzer lineup. Clubby partnered with Flight to bring its fledgling brand to life.
Clubby wanted to launch itds lemon-lime “club special in a can” with a plan for expanding its flavors and distribution market in the future. We knew Clubby required a scalable parent brand for its future range of hard seltzer flavors.
The company has a humorous, preppy and approachable personality, precisely the kind of traits that resonate with 20- to 40-something golfers. We wanted to develop a brand that shared that personality while creating a visual platform to engage and inform consumers.
Clubby’s brand package features a visual system evocative of patterns found on golf attire and merchandise. Punchy phrases, lifestyle imagery and crisp product photography are totally unique in the seltzer marketplace and position the brand for up-market audiences.
Explosive sales growth, widespread recognition and brand loyalty empowered us to continue our partnership with Clubby Seltzers as they expanded their flavor portfolio, packaging options and distribution market across the multi-state region.
Clubby Seltzers came to Flight with a delicious idea for a “club special in a can.” They had a vision for their package design, but they needed help bringing it to life and developing a brand that would grow alongside their emerging hard seltzer company. Clubby wanted to launch a brand with their original lemon-lime flavor with the goal to later expand their flavors and distribution market.
Clubby came to Flight with a vision for package design, but as branding experts, we know a brand is more than just packaging. We knew that Clubby’s business would expand quickly, which would require a scalable parent brand for their future range of hard seltzer flavors. The Clubby Seltzers brand has a distinctly humorous, preppy and approachable personality, and we wanted to strategically develop a brand that communicated that personality to our target audiences.
We created a comprehensive brand for Clubby Seltzers including a logo, package design, and brand motifs and icons. The token brand assets are the custom Clubby script logo and the custom flavor and golf icons that adorn the labels on all of their products. The Clubby patterning system is unique in the hard seltzer market and is evocative of the playful patterns found on popular golf attire and merchandise.
On all graphic design deliverables, from labels to 12-packs to store displays, the Clubby Seltzers brand achieves visual consistency through the balance of strong color inspired by the palette of lush golf courses and the given flavor of each product, punchy phrases in bold typography, clean product and lifestyle photography, and an intelligent use of ample negative space.
When Clubby’s product list expanded, we were given the opportunity to re-imagine our label design system for all drinks to be flavor variants of a “Clubby Seltzer” instead of drinks with their own distinct names.
Profitable sales numbers and brand loyalty allowed us to continue to work with Clubby Seltzers as they expanded their flavor portfolio, packaging options and distribution market outside of Oklahoma.
