VETO began life as a vegan food brand before evolving into a premium alcohol-free beer company with a new proposition, new audience and renewed ambition.
Having created both the original and refreshed identities, Signal was able to evolve the brand for a new market without losing what made it distinctive.
Signal worked closely with the founders to create a more contemporary visual identity and colour palette that reflected the premium positioning of the new product range while maintaining continuity with the original brand.
We also helped shape the proposition behind the caffeine-infused Play range, extending the brand into new drinking occasions and creating a compelling point of difference within the growing alcohol-free drinks market.
Signal rolled out the refreshed brand across all marketing channels and developed the creative thinking behind the distinctive half-label can concept, which reduces packaging materials, reinforces the brand’s sustainability credentials and gives the cans a striking shelf presence.
The concept has also opened opportunities for co-branding, with promotional concepts developed for potential partners including Fortnum & Mason, Harvey Nichols, Norwich FC and other premium brands.
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