Sydney brand design agency Saltmine Design Group has announced the launch of a new product for Aussie beverage company Lion.
ROAM is a flavoured beer designed to appeal to a younger audience of both males and females “who are always looking for new drinking experiences and seek out new offerings”, according to Saltmine.
Briefed to create the visual identity for this new brand, Saltmine designed the brand icon chameleon as a metaphor of positive and proactive change.
The design is reflective of an ‘urban jungle’ – the world that the target market lives within. It depicts the ever-changing chameleon and jungle leaves juxtaposed with an inner-city brick wall.
The harlequin design on the neck of the bottle reflects the shaped grip on the back of the bottle, complete with chameleon skin texture.
The two flavours – Tequila & Lime and Vodka & Watermelon – are differentiated by colour (yellow and blue respectively), and true to its name, the chameleon’s tail changes colour per variant across the packaging.
Saltmine created bespoke typography for both the ROAM brand mark and the graffiti-style writing used on the case packaging and across brand communications.
To support the launch, Saltmine has created a key visual, which will be rolled out across consumer and retailer communications.
Saltmine managing partner Sara Salter said: “This was a fantastic first opportunity to work with Lion. We were engaged from the outset of the ROAM project and collaborated with the team at Lion to make the new brand come to life.”
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]