Drav

Our first project. Drav’s founders walked into Wedge with the desire to create a new iconic beer that would become a modern millennial icon. The reality: Limited advertising budget (zero). It had to win on-shelf. Which meant it would have to win on design.

At the time (2017), category codes were divided between the overuse of illustration or tired commercial go-to’s. We had to be different. Inspiration came from an unlikely place: The Simpsons’ “Duff Beer”. Effortlessly iconic, eye-catching, and enduring.

The winning recipe became a combination of strong, identifiable shape, central nomenclature, and a distinct color palette that was unusual for the category. Drav was an instant hit: stocked at the hippest restaurants, backed by the hottest chefs, and served at the coolest parties and cultural events. The founders went on to innovate many new flavors and RTD cocktails.