Grab a Bird!
Client
Waterbird Spirits
Branding
Packaging Design
Art Direction
Brand Strategy
The canned cocktail category has exploded as consumers trade up from traditional FMBs in search of better ingredients and bar-quality flavor. But as the category has grown, so has the sameness. Most brands are telling the same story: real juice, real spirits, convenience in a can. Functional claims dominate the shelf, leaving little room for emotional connection.
Waterbird was no exception.
Despite being born in Charlottesville, Virginia, and founded by a UVA alum, the brand wasn’t telling a story about where it came from or what it stood for. It was selling a product, not building a brand. In a category obsessed with refreshment and ingredients, Waterbird lacked identity.
To break through, we needed to shift the focus from what was inside the can to the world surrounding it.
Charlottesville, home of the University of Virginia, became our strategic unlock. There’s something uniquely magnetic about an American college town. The rituals, the tailgates, the optimism in the air on game day. The kind of pride that lingers long after graduation. Intellectual hubs like Charlottesville foster a deep sense of belonging and camaraderie that extends far beyond campus.
That spirit became the foundation for the brand.
Waterbird isn’t just a canned cocktail. It’s the alumni cocktail. The perfect companion to epic beginnings — pregaming for a big night out, tailgating for a rivalry game, kicking off a reunion weekend with old friends. It exists to echo the energy, excitement and camaraderie you feel whenever you’re back with the people who know you best.
From this insight, the brand purpose crystallized: Embrace the epic.
To bring that purpose to life, we infused Waterbird with what we call “big mascot energy.” If a mascot created a brand, Waterbird would be it. Bold. Storied. Slightly eccentric. A legendary hype man with an endless supply of “Let’s GOOOO!” energy.
Visually, we reimagined the identity through the lens of collegiate Americana. Drawing inspiration from the classic “Take Ivy” aesthetic and the visual language of American intellectual hubs, we built a system rooted in institutional camaraderie.
Bold, athletic typefaces replaced generic fonts. The wordmark was rebuilt with a prouder, more confident presence. Chamfered corners, inspired by letterman jackets and heritage campus plaques, became a signature shape language across the system. Stripes and badge lockups referenced university crests and athletic insignia.
The brand’s original bird icon was elevated from a simple logo element into a true mascot. Always rendered in Waterbird blue, it acts as a beacon on pack and across communications — a rallying symbol for the flock.
Color played a crucial role in distinguishing Waterbird from the sea of white cans. Inspired by the saturated palettes of collegiate athletics, we leaned into rich navy, cream and red as core brand colors, punctuated by bold, flavor-forward hues specific to each SKU. The result is vibrant, confident and unmistakable on shelf.
Claims such as “Born in VA” and “Real Juice + Real Spirits” are playfully locked up in badge devices inspired by heritage crests, adding institutional depth while maintaining a sense of fun. Subtle Americana cues thread throughout the system without veering into cliché.
Photography builds out the world of Waterbird U. Scenic, birds-eye and three-quarter lifestyle imagery captures life on the quad — lawn games, picnics, tailgates and golden-hour cheers. Product shots are always in hand, always in motion. Cans crack open mid-spray. Friends smash drinks together with epic energy. Waterbird owns the moment just before the story begins.
The verbal identity matches that visual boldness. Channeling the voice of a charismatic, fun-loving mascot, Waterbird speaks with upbeat optimism and playful bravado. The brand platform, “Grab a Bird,” acts as both a call-to-action and a ritual cue. It positions Waterbird as the first drink you reach for at the start of something epic.
“Grab a Bird” cascades into a larger system of language: “Join the flock,” “Will you answer the bird call?” and “Birds up for game day.” Every line reinforces camaraderie and collective energy without ever taking itself too seriously.
Together, the new strategy, visual identity and verbal platform transformed Waterbird from a functional canned cocktail into a culturally resonant brand rooted in belonging and celebration.
In a category dominated by facts and flavor callouts, Waterbird now leads with spirit — institutional pride, alumni optimism and big mascot energy.
It’s no longer just another RTD.
It’s the official drink of epic beginnings.
The canned cocktail category has exploded as consumers trade up from traditional FMBs in search of better ingredients and bar-quality flavor. But as the category has grown, so has the sameness. Most brands are telling the same story: real juice, real spirits, convenience in a can. Functional claims dominate the shelf, leaving little room for emotional connection.
Waterbird was no exception.
Despite being born in Charlottesville, Virginia, and founded by a UVA alum, the brand wasn’t telling a story about where it came from or what it stood for. It was selling a product, not building a brand. In a category obsessed with refreshment and ingredients, Waterbird lacked identity.
To break through, we needed to shift the focus from what was inside the can to the world surrounding it.
Charlottesville, home of the University of Virginia, became our strategic unlock. There’s something uniquely magnetic about an American college town. The rituals, the tailgates, the optimism in the air on game day. The kind of pride that lingers long after graduation. Intellectual hubs like Charlottesville foster a deep sense of belonging and camaraderie that extends far beyond campus.
That spirit became the foundation for the brand.
Waterbird isn’t just a canned cocktail. It’s the alumni cocktail. The perfect companion to epic beginnings — pregaming for a big night out, tailgating for a rivalry game, kicking off a reunion weekend with old friends. It exists to echo the energy, excitement and camaraderie you feel whenever you’re back with the people who know you best.
From this insight, the brand purpose crystallized: Embrace the epic.
To bring that purpose to life, we infused Waterbird with what we call “big mascot energy.” If a mascot created a brand, Waterbird would be it. Bold. Storied. Slightly eccentric. A legendary hype man with an endless supply of “Let’s GOOOO!” energy.
Visually, we reimagined the identity through the lens of collegiate Americana. Drawing inspiration from the classic “Take Ivy” aesthetic and the visual language of American intellectual hubs, we built a system rooted in institutional camaraderie.
Bold, athletic typefaces replaced generic fonts. The wordmark was rebuilt with a prouder, more confident presence. Chamfered corners, inspired by letterman jackets and heritage campus plaques, became a signature shape language across the system. Stripes and badge lockups referenced university crests and athletic insignia.
The brand’s original bird icon was elevated from a simple logo element into a true mascot. Always rendered in Waterbird blue, it acts as a beacon on pack and across communications — a rallying symbol for the flock.
Color played a crucial role in distinguishing Waterbird from the sea of white cans. Inspired by the saturated palettes of collegiate athletics, we leaned into rich navy, cream and red as core brand colors, punctuated by bold, flavor-forward hues specific to each SKU. The result is vibrant, confident and unmistakable on shelf.
Claims such as “Born in VA” and “Real Juice + Real Spirits” are playfully locked up in badge devices inspired by heritage crests, adding institutional depth while maintaining a sense of fun. Subtle Americana cues thread throughout the system without veering into cliché.
Photography builds out the world of Waterbird U. Scenic, birds-eye and three-quarter lifestyle imagery captures life on the quad — lawn games, picnics, tailgates and golden-hour cheers. Product shots are always in hand, always in motion. Cans crack open mid-spray. Friends smash drinks together with epic energy. Waterbird owns the moment just before the story begins.
The verbal identity matches that visual boldness. Channeling the voice of a charismatic, fun-loving mascot, Waterbird speaks with upbeat optimism and playful bravado. The brand platform, “Grab a Bird,” acts as both a call-to-action and a ritual cue. It positions Waterbird as the first drink you reach for at the start of something epic.
“Grab a Bird” cascades into a larger system of language: “Join the flock,” “Will you answer the bird call?” and “Birds up for game day.” Every line reinforces camaraderie and collective energy without ever taking itself too seriously.
Together, the new strategy, visual identity and verbal platform transformed Waterbird from a functional canned cocktail into a culturally resonant brand rooted in belonging and celebration.
In a category dominated by facts and flavor callouts, Waterbird now leads with spirit — institutional pride, alumni optimism and big mascot energy.
It’s no longer just another RTD.
It’s the official drink of epic beginnings.
The canned cocktail category has exploded as consumers trade up from traditional FMBs in search of better ingredients and bar-quality flavor. But as the category has grown, so has the sameness. Most brands are telling the same story: real juice, real spirits, convenience in a can. Functional claims dominate the shelf, leaving little room for emotional connection.
Waterbird was no exception.
Despite being born in Charlottesville, Virginia, and founded by a UVA alum, the brand wasn’t telling a story about where it came from or what it stood for. It was selling a product, not building a brand. In a category obsessed with refreshment and ingredients, Waterbird lacked identity.
To break through, we needed to shift the focus from what was inside the can to the world surrounding it.
Charlottesville, home of the University of Virginia, became our strategic unlock. There’s something uniquely magnetic about an American college town. The rituals, the tailgates, the optimism in the air on game day. The kind of pride that lingers long after graduation. Intellectual hubs like Charlottesville foster a deep sense of belonging and camaraderie that extends far beyond campus.
That spirit became the foundation for the brand.
Waterbird isn’t just a canned cocktail. It’s the alumni cocktail. The perfect companion to epic beginnings — pregaming for a big night out, tailgating for a rivalry game, kicking off a reunion weekend with old friends. It exists to echo the energy, excitement and camaraderie you feel whenever you’re back with the people who know you best.
From this insight, the brand purpose crystallized: Embrace the epic.
To bring that purpose to life, we infused Waterbird with what we call “big mascot energy.” If a mascot created a brand, Waterbird would be it. Bold. Storied. Slightly eccentric. A legendary hype man with an endless supply of “Let’s GOOOO!” energy.
Visually, we reimagined the identity through the lens of collegiate Americana. Drawing inspiration from the classic “Take Ivy” aesthetic and the visual language of American intellectual hubs, we built a system rooted in institutional camaraderie.
Bold, athletic typefaces replaced generic fonts. The wordmark was rebuilt with a prouder, more confident presence. Chamfered corners, inspired by letterman jackets and heritage campus plaques, became a signature shape language across the system. Stripes and badge lockups referenced university crests and athletic insignia.
The brand’s original bird icon was elevated from a simple logo element into a true mascot. Always rendered in Waterbird blue, it acts as a beacon on pack and across communications — a rallying symbol for the flock.
Color played a crucial role in distinguishing Waterbird from the sea of white cans. Inspired by the saturated palettes of collegiate athletics, we leaned into rich navy, cream and red as core brand colors, punctuated by bold, flavor-forward hues specific to each SKU. The result is vibrant, confident and unmistakable on shelf.
Claims such as “Born in VA” and “Real Juice + Real Spirits” are playfully locked up in badge devices inspired by heritage crests, adding institutional depth while maintaining a sense of fun. Subtle Americana cues thread throughout the system without veering into cliché.
Photography builds out the world of Waterbird U. Scenic, birds-eye and three-quarter lifestyle imagery captures life on the quad — lawn games, picnics, tailgates and golden-hour cheers. Product shots are always in hand, always in motion. Cans crack open mid-spray. Friends smash drinks together with epic energy. Waterbird owns the moment just before the story begins.
The verbal identity matches that visual boldness. Channeling the voice of a charismatic, fun-loving mascot, Waterbird speaks with upbeat optimism and playful bravado. The brand platform, “Grab a Bird,” acts as both a call-to-action and a ritual cue. It positions Waterbird as the first drink you reach for at the start of something epic.
“Grab a Bird” cascades into a larger system of language: “Join the flock,” “Will you answer the bird call?” and “Birds up for game day.” Every line reinforces camaraderie and collective energy without ever taking itself too seriously.
Together, the new strategy, visual identity and verbal platform transformed Waterbird from a functional canned cocktail into a culturally resonant brand rooted in belonging and celebration.
In a category dominated by facts and flavor callouts, Waterbird now leads with spirit — institutional pride, alumni optimism and big mascot energy.
It’s no longer just another RTD.
It’s the official drink of epic beginnings.
From Shelf Camouflage to Campus Icon
Waterbird was blending into a sea of mostly white RTDs. We rebuilt the brand around its Charlottesville heritage, infusing it with big mascot energy, collegiate typography and a system designed to stand proud on shelf. What emerged is not just a refresh — but a modern collegiate icon.
From Shelf Camouflage to Campus Icon
Waterbird was blending into a sea of mostly white RTDs. We rebuilt the brand around its Charlottesville heritage, infusing it with big mascot energy, collegiate typography and a system designed to stand proud on shelf. What emerged is not just a refresh — but a modern collegiate icon.
From Shelf Camouflage to Campus Icon
Waterbird was blending into a sea of mostly white RTDs. We rebuilt the brand around its Charlottesville heritage, infusing it with big mascot energy, collegiate typography and a system designed to stand proud on shelf. What emerged is not just a refresh — but a modern collegiate icon.
Proudly based in Brooklyn and beyond.
– Modern Heritage™ Framework – All rights reserved
Proudly based in Brooklyn and beyond.
Modern Heritage™ Framework – All rights reserved
Proudly based in Brooklyn and beyond.
Modern Heritage™ Framework – All rights reserved