Refreshing the Original Hard Lemonade

Mike’s Hard Lemonade

Mark Anthony Brands has been making amazing tasting and refreshing Mike’s Hard Lemonade beverages since long before the seltzer and RTD category explosion of the last several years. However, being the original was not enough to sustain a leadership position in the growing category. The team at Mark Anthony engaged Trinity to refresh its most iconic brand to strengthen its relevance with the brand’s core consumers and with new Millennials and GenZers.

Category, Audience & Brand Audits
Market Data Analyses
Portfolio Architecture Strategy
Innovation Pipeline Strategy
New Product Development
Identity Design
Packaging Systems Design
Promotional Packaging Design
Tagline Development
New Product Concept Research
Design Research
Workshop Facilitation
Creative Strategy
Brand Standards & Usage Guidelines
Identity Toolbox

Mike's Hard Lemonade flavor variety of bottles.

Trinity developed a brand strategy centered on Mike’s origins. “The Joy of Lemonade” became the brand’s promise to consumers, driving visual and verbal expression, as well as innovation to build back a powerful and cohesive leadership brand. The design embraced Mike’s equity in yellow and black to drive a bold foundation in line with Mike’s personality. To bring in the joyfulness and refreshment of fresh lemonade, we then brought in a cleaner, brighter and more natural visual approach, including freshly picked fruit illustrations and natural textures. We introduced a flexible overarching packaging system architecture to relaunch the Seasonal offerings that added some flare to the brand while retaining the core of Mike’s look and feel.