ISH - Cheers to embracing life to the fullest!
How we helped ISH to build a strategic brand platform, a Brand DNA and a mood film around a key insight.
Strategisk branding konsulent, bedste til strategi i København, brandstrategi
Task
In the spring of 2023, ISH approached us with the task of developing ISH's new strategic brand platform.
ISH is driven by a mission to offer exceptional non-alcoholic experiences, providing an authentic and satisfying alternative when the occasion calls for a drink. Through the creation of world-class wine, spirits, and cocktails, ISH aims to make it effortless for anyone to embrace a mindful drinking lifestyle, bridging the gap between the intention to consume less alcohol and taking action.
ISH is driven by a mission to offer exceptional non-alcoholic experiences, providing an authentic and satisfying alternative when the occasion calls for a drink. Through the creation of world-class wine, spirits, and cocktails, ISH aims to make it effortless for anyone to embrace a mindful drinking lifestyle, bridging the gap between the intention to consume less alcohol and taking action.
The Market
The market for alcohol-free drinks is increasingly gaining popularity as people become more health conscious and aware of the negative effects of alcohol on their well-being.
At the same time, people are realizing that non-alcoholic beverages can be equally enjoyable and sophisticated as their alcoholic counterparts, offering a diverse range of flavors, textures, and experiences.
The rise of non-alcoholic drinks is also driven by shifting social norms and attitudes towards drinking. People are starting to perceive alcohol as less of a social lubricant and more of a potential liability, leading them to seek alternative ways to socialize and unwind that don't involve alcohol.
According to a global study conducted by HBSC under the World Health Organization (WHO), young people today consume less alcohol than ever before. Only eight per cent claim to drink once a week, which is one-third of the number from 2006. Generation Z has been at the forefront of accepting challenges and engaging with hashtags related to alcohol consumption. Labels like #soberlife, #sobriety, #socuriouty, #soberlife, #sobersession, #alcoholfree, and #sobrietyforwomen are on the rise. Many individuals who identify as mindful drinkers aren't necessarily teetotalers but are consciously reducing their alcohol consumption as a self-care practice.
Additionally, non-alcoholic drinks are gaining popularity among bartenders and mixologists who are creating innovative and sophisticated non-alcoholic cocktails and beverages that rival the complexity and flavor of their alcoholic counterparts. This trend is elevating the status of non-alcoholic drinks and making them more mainstream and socially accepted.
Additionally, non-alcoholic drinks are gaining popularity among bartenders and mixologists who are creating innovative and sophisticated non-alcoholic cocktails and beverages that rival the complexity and flavor of their alcoholic counterparts. This trend is elevating the status of non-alcoholic drinks and making them more mainstream and socially accepted.
OUR APPROACH
To develop ISH's strategic brand platform, we researched global drinking trends and habits, analyzed supporting data, and engaged in conversations with the core target audience.
Collaborating with the client, we identified the fundamental human need that underlies ISH's raison d'être, building the strategic brand platform and Brand DNA around this key insight. The new Brand DNA will serve as a lighthouse for all future brand-related strategies and decisions undertaken by ISH.
Furthermore, we created an inspiring and captivating brand story, complemented by a mood film, enabling ISH to effortlessly communicate its new strategic brand positioning to colleagues and partners worldwide, ensuring unity and clarity of the purpose.
As an added bonus, we got a new love brand in our agency fridge that we can't get enough of.
Cheers to embracing life to the fullest!
Jeg har arbejdet med Susanne Lund i flere år. Hun ejer en unik kombination af strategisk tænkning, en dybdegående forståelse for forbrugerindsigter, et strålende instinkt for kreative muligheder og en god forståelse for min forretning. Hun giver altid stærk klarhed, retning og vejledning og leverer fantastiske resultater sammen med sit team.
Jeg vidste med det samme, at hun og hendes team ville være de bedste til at hjælpe os med at definere ISHs brand DNA og strategiske platform. Hun har igen ramt plet – rationelt og emotionelt. Resultatet er, at vi hat fået en brand positionering, som vi kommer til at bruge som fyrtårnet for alt vi laver med brandet i mange år.
Stephanie Illgner, CMO, ISH Spirits
Strategisk branding konsulent. bedste til strategi i København. brandstrategi. Strategisk branding konsulent. bedste til strategi i København. brandstrategi.