Molson Coors Beverage Company has unveiled Roxie, a zero-proof canned cocktail with 100% attitude and 0% alcohol. BrandOpus approached me to work on crafting the word mark for Roxie, which is a drink to meet the needs of those who are looking to feel good about their choice to participate in drinking occasions with or without alcohol.
The brand identity had to reflect the need for no compromise and to be true to Roxie’s promise of delivering 100% attitude with 0% alcohol. The fox emblem suggests empowering drinkers to embrace a “Zero Fox Given” attitude about choosing a zero-proof option. And the fox tail graphic works flexibly across the entire brand word enabling it to seamlessly build equity online.