PUNCHIE: Lifestyle FMCG Brand
Punchie — Launching a Lifestyle Brand in a Saturated FMCG Market
Role: Creative Director
Year: 2023
Focus: Brand design · FMCG communication · Launch strategy
Context:
The hard seltzer market is crowded, fast-moving, and visually noisy. PUNCHIE entered this space with a premium price point and the ambition to stand out without overexplaining itself.
The task was to design a brand and launch communication that would justify its positioning — and resonate quickly.
The Challenge
PUNCHIE needed to:
- Signal lifestyle, not just product
- Justify a higher price point
- Speak to a young, highly distracted audience
- Work across digital, social, and physical touchpoints
All of this under tight budget constraints.
My Role
I led the brand design and creative direction, shaping both the identity and the initial launch communication.
Strategic Design Decisions
Rather than competing through volume or loudness, the brand focused on:
- Strong, recognizable visual markers
- Everyday usability as brand expression (e.g. giveaways)
- Social-native communication rather than polished advertising
The design system was intentionally simple but highly recognizable, allowing it to travel easily across formats and contexts.
Results
- Product sold out within two weeks of launch
- High visibility through organic use of branded items
- Strong subscription and community engagement
- Clear differentiation in a saturated category
Why This Matters
In FMCG, brand systems must work immediately.
This project demonstrates how clarity and restraint can outperform noise.
