CHAKO

Challenge

Is a cocktail still a cocktail without the bar experience?

With restaurants and bars closed due to pandemic lock down, Hong Kong’s market has been dominated by craft beer, hard-seltzers or bars just bottling their own house cocktails. How do we create a ready to drink product that can stand in it's own and be it's own experience without all the fancy garnish, glasses and theatrics?

CHAKO is the brainchild of award-winning mixologists Antonio Lai, Alex Ko, and the powerhouse Tastings Group. After many years of collaboration and successes within the industry such as Quinary and Draft Land, the team is ready to start their first venture into consumer products - ready-to-drink (RTD) canned sparkling tea cocktails that are the ultimate answer to easy summertime drinking. kith&kin was tasked to create an identity that celebrates their carefully-selected ingredients, and easy going approach to alcoholic beverages to create a new ready to drink experience.

Solution

kith&kin first laid the foundation through a series of brand workshops, understanding and solidifying CHAKO’s position within the local market where casual drinking is on the rise. Often times in this saturated RTD market, labels do not necessarily communicate the content within and CHAKO was determined to be transparent with theirs. We grounded our strategy in being carefree, accessible and honest, which was carried throughout the identity and packaging.

We developed a fluid visual identity that put the ingredients in the spotlight and could be easily adapted to each SKU. Pairing bright abstract shapes with a minimalistic type, each label directly communicates its flavour and ingredients with a unique combination of colours and silhouette.

The abstract illustrations needed to communicate contents without suggesting healthy fruit juice and without looking child like. The end result was artwork that communicated to an adult audience and reflected CHAKO’s carefree, casual nature. It needed to appeal to the people going to a beach party, but also the person that just wanted a drink at home after work.

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Impact

CHAKO hit the market in May 2022 and was instantly available at many outlets in Hong Kong. The brand was featured in Drink Magazine Asia, Time Out, and Lifestyle Asia.

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