IDI Ireland 2022 Award Winners for PACKAGING: FOOD & DRINK (Visual Communications)
Fire & 5th is a new to market, non alcoholic, spirit alternative. It is a an invigorating botanical drink expertly blended to stimulate the senses and unleash energy. Unlike other non alcoholic drinks, this drink has a real kick, a punchy taste that stimulates your tastebuds and makes the drinker feel energized, ready to dance the night away. Bammedia was tasked to design a striking brand identity and bottle label that helped the product make an impact on shelf and in bars. Two keys asks from the client were to demonstrate the product's key USP, heat, kick, stimulate the senses, and 2) that communicate the social story of meeting up, criss crossing of lives in a busy world.
The brand and product is targeted at Millennials and Gen Zers, who are typically more diverse and progressive than previous generations. For this reason, the design aesthetic and brand language is bold and provocative, hot, fruity and spicy.
The kaleidoscopic choice of colours and patterns were chosen for their energy and buzz, suggestive of a nightclub rhythmic city vibe.
The bottle label for Fire & 5th was designed to do two jobs at once: stop shoppers in their tracks on a crowded shelf, and capture the drink's real point of difference — a genuine kick that sets it apart from every other non-alcoholic option. The kaleidoscopic palette and clashing pattern work were built to read as heat, energy and movement at a glance, while the layered, criss-crossing graphic elements echo the brand's social story of lives colliding on a night out.
The result is a label that feels as bold and provocative as the liquid inside it — striking enough to hold its own next to full-strength spirits behind a bar. That combination of shelf impact and storytelling earned Bammedia the IDI Ireland 2022 Award for Packaging: Food & Drink (Visual Communications).
Having launched Fire & 5th's award-winning brand identity onto shelves in 2021, the client returned to Bammedia to take that same energy online — commissioning a brand-driven Shopify Ecommerce build designed to give the kaleidoscopic, nightclub-rhythmic identity a home on-screen as striking as it is in bars and off-licences. The build carries the bold colour language and provocative brand voice through every touchpoint of the site, from product pages to checkout, giving Fire & 5th a direct-to-consumer channel that matches the impact of the packaging that won it an IDI Award.
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