Love Can, the Love Child
Love Can was born from an unholy union between StrangeLove Beverages and Poor Toms Distillery, two of Australia’s most idiosyncratic and audacious drink specialists.
With such unique parents, their love child required a strong visual language and lashings of ironic humour. Our challenge was to channel the trademark wit and style of both brands and shape it into a cohesive whole, much like an exquisitely mixed cocktail. We visualised a sophisticated collision, a mash-up of two great brands with the beautiful chaos of love as our inspiration. Our packaging and communications were aimed to appeal to millennials who would emphasize with the heady rush and epic let-downs of a busy love life.
Taking the literal idea of “Love can…”, we imagined scenarios where love can throw you in the deep end or make you act out of character. Text is deliberately all over the place, cut up lettering tracks the ups and downs; things are mixed up but still seem to make sense.
The end product is a range of drinks which inject some much-needed humour and sophistication to the RTD category, and are perfect for enjoying in your favourite love nest or nursing your sorrows after another heartbreak.