Distinct and appealing identity for beer and spirits mix

The design for D-Night has been created to work to give it a distinct and appealing identity, but is clearly positioned as part of the D-Light brand umbrella.

15 Oct 2009 --- Carlsberg Baltic has tasked international design consultancy LFH with designing D-Night, a new beer and spirits mix which will complement its existing D-Light beer mixes range. D-Night will initially launch with three variants - cachaça & lime, vodka & blood orange, tequila & lemon.

The new drink range is aimed at a young audience of 18-25 year olds who are socially driven by excitement and fun in life. It is expected to appeal to both men and women who are looking for a fun drink which has an additional twist.  The design for D-Night has been created to work to give it a distinct and appealing identity, but is clearly positioned as part of the D-Light brand umbrella. 

Steve Irvine at LFH says, “The key design cues we have taken from D-Light were the red D, the unique brand font and the tattoo effect which are easily recognised by consumers.  Each of these 3 elements was used as a base, from which we could further explore how we communicate ‘night’ and the flavour variants across the range.  The use of the colour black and an element of the tattoo were used as a holding device for the D-Night brand name, whilst the remaining label space was used to communicate the flavour variant.  The tattoo became a feature rather than a layered effect as seen on D-Light, with the use of the colour black as the two elements evoke the night time positioning.”

The colour theme for each version is based on the colour of the beer itself, which creates a very striking look whilst also communicating the flavour as well.

D-Night will be launched in Lithuania and Latvia.

Marina Suchonosova, Brand Manager in “Svyturys-Utenos alus” Lithuania says, “D-Light has established itself very successfully, and with D-Night we want to extend that appeal.  D-Light is positioned as a refreshing drink, where as D-Night is much more about fun and socialising, LFH has created a design which is very strong in its own right, yet has obvious associations with D-Light.”