Capturing the effortless spirit of elevated sipping

The hard seltzer category is a frenzy of expansion that has created blurred lines, so AB InBev wanted to reaffirm its vodka seltzer brand, NÜTRL, as a category leader by reinstating it with bold, calm confidence.

The design challenge was to differentiate NÜTRL through understated sophistication and ingredient transparency. We created a visual identity and packaging design that would appeal to discerning consumers seeking more authentic, less artificial alternatives while establishing NÜTRL as a premium option within a category increasingly defined by promotional pricing and flavor innovation.

Working closely with the ABI teams, Pearlfisher’s strategists and designers audited the existing brand assets to understand how they were performing in the category and created a design strategy that focused on a refreshed evolution. Our design team developed a cohesive system by applying subtle shifts to make the biggest impact. We nurtured visual equities designed with flexibility and approachability in mind, crafting a visual identity that is not only unmissable but also actively speaks to the consumer through revitalized, refreshed packaging identity.

NÜTRL's visual refresh has captured the trend of consumer desire for simplicity and quality ingredients. Combined with the brand’s flavor expansions and national marketing strategies, NÜTRL has continued to increase its share to become the #2 spirits-based seltzer on the market.