Goldling Spirits Co.
Intro
Goldling is on a mission to make premium RTD’s accessible to everyone, through canning the world’s best bar experience. Remember and relive nostalgia of your favourite moments with Goldling. Our goal was to build meaningful brand awareness and ensure the Goldling story and value proposition was communicated consistently and effectively at every customer touchpoint. This was an exciting and pivotal stage for the startup. It required us to continually evaluate the content and experiences we delivered, assess their impact, and refine our approach so we keep creating what customers genuinely value and love.
User Experience
Brand Design
Packaging
Brand Strategy
Art Direction
Motion Design
Creative Direction
Listed in over 75 independent retailers in first 5 months, including Daylesford & Partridges.
Outsold other RTDs in Planet Organic by 3:1
Goldling was Europe’s first range of Organic Vodka & Sodas.
Year
/
2023
Client
/
Goldling Spirits Co.
Our creative direction centred on capturing Goldling at its most alive in the golden hour, in the energy of a party and in the moment a drink is cracked open in good company. We commissioned photographers to document real, Goldling sponsored events, creating a visual world that felt authentic rather than staged.
To understand our customers more deeply, we deployed post-purchase email surveys through our CRM, asking customers about their occasion, their motivations, and what kept them coming back. Segmenting responses by purchase frequency revealed a clear pattern - loyal customers were driven by taste and ingredient quality, while new customers were often drawn in through events and sampling.
At in-person activations, QR-code surveys captured real-time feedback on taste, packaging, and brand perception. This data directly informed our decisions, from refining the seasonal campaign strategy to sharpening how we told the premium ingredients story across CRM and social. And informed us on the want for a tequila range, which I designed.
For the investor and brand film, I collaborated with a stop-motion animator to storyboard each scene and integrate my 2D work with hers. The goal was twofold, to hero the freshness and quality of Goldling's real ingredients, and to transport viewers into the Goldling world itself: sundowners, moonlit energy, and the vivid burst of natural fruit. Every scene was crafted to make you feel the drink as much as see it, blurring the line between product and experience. A custom score, developed with a sound designer, brought the whole piece to life."
For our seasonal campaign strategy we aimed to address seasonal sales trends. We observed that sales were significantly higher in the summer, and much of our content focused on sun and summer themes. This led us to develop a gamified point-of-purchase experience to be used on the website or at events that created a fun way of finding out which product suited you in that moment by “Picking your Player.” This was unreleased so is still a work in progress design asset.
