Altitude

Non-alcoholic beverages are everywhere. Head into any chain grocery store, and you’ll find yourself staring at row upon row of splashily-branded N/A beverages, often backed by the likes of Katy Perry, Blake Lively, and…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, and help them stand out on shelves—without losing track of their Pacific Northwest roots.

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

Bliss out. Boost your mood. Feel the float. 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, then drink this.

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

Our positioning for Altitude leans into the idea that a good drink shouldn’t change your mental state—it should match it.

You don’t need to drink to feel things.

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.