Hike is a non-alcoholic hopped seltzer.
Mini Brief
Capitalism, the root of all evil.
The founder of Hike wanted the brand's authentic, punk attitude to shine through the work. Considering the super concentrated beverage industry, it would be a nice way to stand out.
To be anti-establishment is to be local.
When thinking of a brand that feels personal rather than transactional, local small businesses are the first to come to mind. But what do you do when you want to keep your mission, while still expanding nationally?
Strategy: The all-knowing local.
Hike will get to know the places it sells, and become a familiar, informative voice.
with a quick glance, we saw that
Hike was already listening.
Consumers want a brand that they can trust morally, which takes a certain amount of honesty from a company. ​
Hike was already going above and beyond. They're more than transparent--they're real. We want to make sure that as they expand, they'll keep their voice.
and they were the only ones.
No one else is vulnerable.
Competitors like Liquid Death (top left) and Drink Weird (bottom left) are off-the-wall and fun, but don't take the time to know you.
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HOP WTR (top right) and Hop Lark (bottom right) are happy and sentimental, but the joy is so forced it loses its authenticity. It loses its power.
strategy:
take a Hike.
How to stay authentic without sacrifcing the mission to grow the business.
Specifically, a Hike map. When diving into what it meant for a brand to be "authentic" we discovered that it's oftentimes connected to small businesses. We found that to be anti-establishment is to be local.
These maps will feature some of Hike's sick custom art and a QR code that leads the viewer to a map of a local event. We'll advertise them like a local, too. Fliers on lamp posts, brick walls, the top of the tallest ramp at the skatepark. Once scanned, it will give viewers a local map prompting them to Take a Hike and explore the city.
every city has its own secret history. Take Hike's origin city,
Richmond, VA.
Meet the Broad Street Bullies. Every week, in response to the city's lack of bike paths, bikers take over the streets and ride a set route.
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It's a grand display of Richmond pride, and totally unique to the city. The average person would stumble upon the Hike map and find a personalized map of this hidden gem. Of course, not without some refreshing pit-stops along the way.
my role
lead strategist
competitive research
moodboard
Hike maps concept
deck organization
Team:
Claire Fleming, Rebecca Fuentes, & Bella Lubinskas​