MODE, the brand seeks to capture this moment expressed through its flavours and imagery. To differentiate ourselves from a heavily saturated seltzer market, we aimed to focus on the experience, the way our memory works and how it’s triggered when a multi sensory experience occurs. To do this we created ambiguous dreamlike videos, imagery and product names, that, on a shelf, give more to a consumer that the norm.

Our logo and surrounding branding was developed to feel classical and minimal. This gives us the opportunity to build more complex and layered imagery and storytelling - without over complicating the brand.

Across our flavour profiles we wanted to develop a story behind each flavour. So instead of having a Mango + Pomegranate, we have “Frankie’s Sunset Dress”. This helps us build on the idea of experience - awakening a moment of narrative without telling the whole story.

MODE evokes a premium experience for a convenient/everyday hard seltzer.

This job was undertaken at The General Store in collaboration with Reeshma Banji and Chris Scott as well as many more.