Working with Pernod Ricard’s innovation group, Notable developed an entire brand world and launch strategy for a new drink, aimed at the modern woman.
Our goal was to create a brand that offered a more discerning alternative to the “shrink it, pink it, fizz it” options usually offered to women in the drinks category. Thankfully, the product itself—called Ui—also had many attributes that would appeal to the target audience. Made from simple, natural ingredients—rice, water and flower yeast—we had a rich and authentic provenance story that inspired the brand story and identity.
We landed on a positioning territory of “in full bloom” which evoked the qualities of Ui itself but also our target audience of women in their prime. We then developed a brand world that celebrated the idea of full boom and also the multi-layered qualities of women and mother nature.
Ui Logo
Pronounced oo-ee
The logo was designed to have an inherent dynamism and fluidity paired with a contemporary elegance and style. Visually it echoes the experience of the Ui drink itself—endlessly blending, mixing and unfurling.
They created a beautiful, multi-faceted brand that truly resonates with the modern woman.
Vlastimil
Spelda
Director of Innovation, Pernod Ricard