ALCOBEV:
ZIGZAG
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THE PRODUCT
The antidote for the 9 to 5, well since, the first grain ever was picked – Vodka. ZigZag is a premium vodka experience that aims to democratise the market with its not so premium pricing.
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THE PROBLEM
Vodka is a tasteless category. 70% of the market currently lives with one player, and the rest choose the drink as an alternative to the spirit's cooler cousin gin.
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THE GOAL
Develop a style of content that remains experimental and cool but speaks to the masses while pivoting what Vodka might currently mean in the market.
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MY ROLE
Conceptualise, visualise, and hold up the light to make the bottle look pretty. ZigZag's social identity was something deeply in the hands of my design partner and me. Each granule of its digital and mainline presence was something shaped by us.
THE SOLUTION
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THE CCI
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For a generation where constant change is the only constant. Stability is a concept only for therapy, and the same old brands saying the same old straight things. ZigZag stands in opposition, a brand that aims never to walk straight and change the dull monotony of routine.
THE IDENTITY:
BREAK THE
ROUTINE
LIFE FROM A
DIFFERENT
ANGLE
NEVER BORING
NEVER OLD
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THE PRE-LAUNCH
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Mystique, charm, and a little love and understanding.
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CONCEPT
When life moves at full speed, with greatness in every step, there’s simply no time to record it. The best nights of your life are moments of transience. Small clubs of exclusivity. A state of being present. Where success means having no images, just memories of the sound.
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This idea defined our pre-buzz that aimed to highlight the lack of photos that you may have with ZigZag.
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POST COPY
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Out with the dull, in with the mysterious. An unrecorded history is coming soon.
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POST COPY
An unused expression. An unusual experience. Stay tuned.
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POST COPY
The only order worth following is disorder. A new step into unconventional is nearly here.
TO THE MANTRAS
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THE CONCEPT
ZigZag currently could mean anything at all. However, we believe certain ways of going about life are fundamentally ZigZag. So before anything at all, the foundational pillars come and rest on the page.
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POST COPY
The first mantra. See life from a different angle.
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POST COPY
The second mantra. Live off the path.
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POST COPY
The third mantra. In the best of times or the worst.
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The INFLUENCERS
These mantras aren't only ours. Others too can see the ZigZags. This can clearly be seen through the influencers that seem to be see them anywhere.
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With a singular sound, a 4-5 line text on-screen breakdown, and the oddly satisfying reveal of the Z, we wanted to create something that could easily be replicated for UGC while being subtly brand-led. Examples of these still remain in script form but hopefully will live on the feeds of millions soon enough.
Comedy Visual: A top shot shows the comedian flipping through their comedy notebook and tearing off pages. They land on a blank page, write on it, and thump their fist in success. As they lift their hand, a Z is revealed on the page. Rough on screen text: 1. Seedha banda toh hu hi nahi. 2. Toh joke seedha kaisa hoga. 3. Thoda Z toh hoga hi hoga
Musician Visual: The influencer adjusts the pitch of our music, striving to push it higher and higher. A small waveform on the side shows the amplification. When the pitch is finally perfect, the waveform creates a Z. Rough on-screen text: 1. You’ve got to find the right pitch. 2. You know what works for you. 3. There’s nothing else, that’s just your Z.
Lifestyle Visual: An influencer in the bathroom putting on their drag. It starts with them wiping off the steam from their mirror. They put on their drag and when it’s finally done. They do a quick wipe again on the mirror, the steam forms a Z. Rough on-screen text: 1. There’s a rhythm they want. 2. But then there’s your rhythm. 3. Always go with yours. Well, since that’s your Z.
Fashion Visual: An influencer rapidly changes outfits with match frame cuts, each outfit featuring a ZigZag element. Two black bars are positioned behind them. As the reel ends, the final outfit helps form the Z, and the camera lingers on it for a few seconds. Rough on-screen text: 1. They’ll say a lot about what you wear. 2. I think what you wear says a lot about you. 3. Whatever that might be, just make sure it’s your Z.
TILL FINALLY THE LAUNCH OF ZIGZAG
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THE CONCEPT
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There are parts that make the whole. Without them, nothing else really works. Using these different materials, liquids, and packaging we hint at what is to come.
Each reveals a bit more about the product and builds intrigue.
POST COPY
Part (1). The case. A new entrant to break the old and boring.
Distilling shortly.
POST COPY
Part (2). The cover.
What works when nothing else does?
Filtering now.
POST COPY
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Part (3) The Answer
Some march in a straight line, but others? They zigzag.
Welcome to vodka raised to another level.
Try it for yourself. (But only if you’re above 25, if not, there’s always juice.
WELCOME TO A NEW WORLD OF ZIGZAG. A DIFFERENT ANGLE BY YOURS TRULY.