Altitude

Non-alcoholic beverages are everywhere these days. Head into any Target, and you’ll find yourself staring at a row of splashily-branded N/A beverages, often backed by the likes of Katy Perry, Blake Lively, and (unexpectedly) Tom Holland.

Altitude is a small, family-owned beverage brand based out of Bend, OR. Looking to woo bigger retailers and increase their reach, they asked for a rebrand that would elevate their look and feel, without losing the Pacific Northwest roots—and help them stand out on shelves.

Role: Market research • brand positioning • voice & tone definition

When you don’t need a drink to feel things.

Bliss out. Boost your mood. Feel the float. Relax and unwind. If you didn’t know better, you might think that these taglines belonged to, well, alcohol brands. These days, the most popular NA beverages not only sound a lot like each other — they also sound a lot like the very product they’re trying to replace. The ingredients are different, but the idea is the same: if you want to feel happy, engaged, connected, drink this.

But what if people are tired of being told that they need a drink to feel a certain way? What if they don’t need a drink to feel happy, relaxed, energized, whatever when they’re with their friends, or doing something they enjoy?

What if the point of a drink for our audience isn’t to alter their mental state — but to match it?

The night doesn’t have to take you anywhere if you’ve already arrived.

After the rebrand, Altitude was able to partner with New Seasons—a large grocery store with locations around the Portland area. You can find them in stores across the country.