Packaging That Sells

The Drake // Chicago, IL

Fall // 2018

Mike's Hard Lemonade Makes Design Look Easy

Simon Thorneycroft, CEO, Perspective Branding
Sanjiv Gajiwala, VP Marketing Mike's Hard Lemonade


With limited shelf space and display at retail, Mike's Hard Lemonade reviewed its entire portfolio of flavors and took a new approach to package design that would continue to delight and attract consumers. During this co-presentation between the brand and the design agency, hear how a total redesign enabled the brand to:

  • Bring interest to the portfolio by maintaining brand assets and sense of humor while offering new package design twists
  • Increase sales by double digits
  • Use on trend and seasonal approaches to engage consumers and encourage trial



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