About

Freed Beverages is a new unsweetened and sparkling tea soda made with organic flavours.

Concept
We deep dig to find an authentic and appealing brand story, ensuring a non-generic and non-binary identity. As Freed is a familiar naming which triggers many thoughts, we avoid falling into cliché concepts. The core concept is "Deconstruction"- The deconstruction as a freeing element of the human being, as a movement of transformation.
With this premise, we worked the logotype. The brand's typeface tends to deconstruct and at the same time is armed enough to have perfect readability. To emphasise the concept, we used other graphic resources- rotation, off-grid elements and bold statements —as balanced chaos to create a unique and exquisite visual identity. The packaging layout reinforces the concept with a transition from a structured grid, to full-colour freedom at the top of the can.

www.freedbeverages.com.au

Words by Scott Huntley—Founder
“Working with Bren & Luis on my packaging design and brand image has been a learning and wonderful experience, they have shown great passion and understanding for my brand. They have been patient, listened and taken an idea that I’ve struggled to articulate and used their creative and design skillset to deliver a finished product with tremendous meaning and that I’m delighted with.”