BC Tree Fruits wanted to shake up the market for ready-to-drink beverages by creating a new drink category: the Fruitsecco. An apple-based alcoholic beverage created in the classic Prosecco style. The sparkling beverage is crafted from locally sourced ingredients in an uncommonly dry fashion.
Consumer research focused our attention on the need to create a brand that was simple and clean. A back-to-nature inspired beverage with low sugar and real, locally-sourced ingredients, crafted to perfection that was seen as highly desirable.
What’s your M.O.?
Inspired by truncating the word ‘movement’ – Modus Operandi, or M.O. – is the way the brand operates. It’s the no nonsense, simple, straight-forward nature of the brand.
The brand and packaging design reinforced the simplicity of the ingredients list. Each varietal only has 3 key ingredients blended together to create perfection. The focal graphic visualized this concept through pattern and colour to cleanly showcase the paired-down approach of the brand.
A Successful Leap
With its launch in summer 2019, M.O. was picked up by BC Liquor Stores and over 40 independently licensed outlets in British Columbia. As a crafted zero sugar, low-calorie alternative in the ready-to-drink category, M.O. is primed to carve out it’s new category for authentic and healthy, sparkling alcohol beverages.