Lightning minds want to build around a community of people who see how positive and rewarding it is not to be controlled by alcohol.
Lightning minds voice is honest and jovial. The brand doesn’t take itself too seriously but is very serious about its message.
Lightning minds customers are people who have decided to abstain from drinking alcohol but still enjoy the taste and the social connection that comes with hanging out whilst others drink.
Lighting minds do not want to isolate themselves by only targeting non-drinkers. Also aimed at people who are looking to cut down on their alcohol consumption. Having a can of something that looks like a full-strength beer helped be part of the tribe.
We worked closely with the team at LM to create the branding and packaging that shows a coastal Australian vibe through its use colours and design. The golden yellow of the sunsets in WA through the deep aquas of the ocean.