Seymours Sangria
From seasonal debut to King of the Patio Cooler
Seymour Sangria: The Great Patio Revolution
Client Category
Food & Beverage · Alcohol · RTD · Challenger Brand
Services Provided
Brand Strategy · Naming · Visual Identity · Packaging Design · Campaign Creative · Digital Content · Social Media · Direct-to-Consumer Strategy
Business Challenge
Seymour Sangria wasn’t just the underdog—it was the unseen contender.
Entering the crowded RTD battlefield without retail distribution meant going up against billion-dollar beverage giants who could buy attention, buy shelf space, and buy summer dominance. Seymour had none of that.
No national distribution power.
No multimillion-dollar media budget.
No retail leverage.
Their only path to win? Build desire so strong that people went looking for them.
The mission became clear:
Create a summer lifestyle brand so charming and handcrafted that consumers sought it out, not stumbled across it.
Strategic Insight
Summer drinks aren’t just drinks—they’re identity statements.
Our research showed that the real competition wasn’t other sangrias. It was:
- patio culture
- Instagram-worthy vibe creation
- handcrafted nostalgia
- “show up with the cool thing” psychology
Drinkers were curating experiences, not just beverages. They wanted charm. They wanted personality. They wanted something that felt small-batch, social, and special.
The breakthrough was realizing Seymour Sangria didn’t need to win in the beverage category.
It needed to win in the vibe economy.
Creative Solution
We transformed Seymour Sangria into the local legend of summer—a personality-first brand that felt like the charming neighbour who always brings something delightful.
Brand Strategy & Naming
- Built the brand around a lovable persona: Seymour Sangria
- Created a warm, handcrafted tone anchored in backyard sociability
- Developed a brand world that felt artisanal, nostalgic, and unmistakably summer
Visual Identity & Packaging
- Vibrant illustrations that turned packaging into patio art
- Nostalgic colour palettes that photographed beautifully
- Labels designed to be shared, tagged, and remembered
- A handcrafted aesthetic that signaled quality and charm at first glance
Campaign Creative
- Social-led storytelling that celebrated long tables, tall glasses, and backyard laughter
- Crafted content designed to dominate patio culture feeds
- Created a vibe-first visual ecosystem that consumers instantly connected with
Distribution Approach
- Focused on community-first, direct-to-consumer traction
- Structured a summer activation plan that turned scarcity into desirability
- Built a brand strong enough to create demand before distribution
Results
Seymour Sangria never reached full commercial launch—but consumer testing revealed a breakout brand with exceptional potential.
Here’s what the pre-launch phase delivered:
🔥 Consumer Testing Breakthrough
Overperformed across all measures—appeal, distinctiveness, and purchase intent—proving the summer lifestyle positioning had real pulling power.
🎨 Packaging Chosen as a Standout
Ranked as one of the most break through designs in testing.
🌞 Lifestyle Identity That Resonated
Participants consistently associated Seymour with elevated gatherings, patio culture, and handcrafted quality.
📦 A DTC Model Built for Scarcity-Driven Growth
Designed to build community and buzz without relying on retail muscle.
📈 Strong Pre-Market Enthusiasm
Retailers and partners responded positively to the brand world, packaging, and narrative.
💛 A Complete Brand Ecosystem
Name, identity, voice, and campaign—ready for turnkey production the moment market timing aligned.
Category Takeaway
You don’t need distribution to prove desirability.
You need a brand people want before it exists.
Seymour Sangria demonstrated that a handcrafted personality, nostalgic packaging, and a distinctive patio-world aesthetic can outperform mass-market RTDs in consumer testing—even pre-launch.
When a brand makes people feel summer, they don’t just intend to buy.
They root for it.
That’s how challenger brands generate momentum without shelf space.
That’s how heroes become kings.