London-based craft drinks brand Dalston’s has released two new ‘Soda Lights’ in a range extension with design by branding agency B&B studio. Blending real fruit with sparkling spring water and botanicals, the Soda Lights range is available in Rhubarb and Elderflower flavours.
The new sub-range builds on the core range identity developed by B&B for Dalston’s in 2016 as it evolved from a niche, craft drinks company into an established brand.
Following the introduction of a sugar tax on UK soft drinks in 2018 and heightened awareness from consumers of the sugar content of food and drink, Dalston’s sought to meet an increasing demand for low calorie, low sugar soft drinks with a full-flavoured, health-conscious alternative.
The result is a range of sodas without compromise, delivering powerful, real fruit flavours without the added sugar. B&B drew on the strength of the core brand identity, incorporating the instantly-recognisable Dalston’s logo, hand-drawn illustrations and direct tone of voice, but with an edgy twist.
In contrast to the punchy colours of the core Dalston’s range – where each flavour is defined by a vibrant colour palette – the cans of the Soda Lights range are primarily silver. Differentiating between the flavour profiles, B&B has introduced splashes of colour that appear sprayed-on, reflecting the urban feel of the Dalston’s brand.
Shaun Bowen, Creative Partner at B&B studio, says: “Consumer palates are becoming increasingly more sophisticated, seeking delicious drinks that pack a flavour punch without the added sugar. This sets a new challenge for brands who need to position themselves as an attractive, inspiring option rather than a lesser alternative. They need to be drinks without compromise. The strength of the Dalston’s brand is in its honesty and integrity. It’s a brand with a true modern provenance – handcrafted in East London – so we retained the raw, edgy essence of the brand but refined it to reflect the lighter, healthier elements of the new Soda Lights.”
Dalston’s Founder, Duncan O’Brien, says: “The soft drinks category has evolved dramatically in recent years as consumers continue to turn away from sugar-laden drinks towards healthier alternatives – often with more interesting and complex tastes. We’ve spent almost two years developing the new Dalston’s Soda Lights range so that they’re full of body and give a real hit of fruit whilst being a permissible treat. The strength of the original brand identity B&B created for us in 2016 has enabled us to diversify our offer and meet our consumers’ needs as their tastes and expectations change over time, with a brand identity that perfectly fits the new, lighter range but doesn’t feel watered down.”
Source: B&B studio