When AB InBev’s innovation arm ZX Ventures came to us with a juicy proposition, a new RTD Italian white wine and blood orange spritz, we decided on taking a different approach. We chose to design a brand world much bigger than packaging, a world that heroes the consumer instead of the product.

Research (and a bit of Instagram trawling) identified the Sabella drinker as self-assured, spontaneous and independent, we knew this person couldn’t be ruled by a canned drink. We created the Sabella brand to capture an attitude, a voice of encouragement that facilitates moments to remember. For Sabella, the person holding the can is what makes the moment – Sabella just makes it delicious.

The can embodies the confidence of Sabella’s consumers, beginning with a design that’s bold and unapologetic in its shelf and bar standout, with a hand script wordmark that brings a personable touch. We went on to devise the strapline ‘In Your Hands,’ which weaves itself through all brand touch points. From copy lines to on-trade activations Sabella constantly puts the power back into the drinkers’ hands, providing them with messaging to get behind, not rules to live by.