White Claw is an Irish brand that represents a low alcohol drink. It is owned by Mark Anthony Brands International, which was founded in 2016. Bulletproof London invented the brand concept. The products are made from a mixture of fruit flavors, seltzer water, and a gluten-free alcohol base (5% or 4.5%, depending on the country of distribution).
Meaning and History
The drink was developed and marketed by a Dublin-based firm that is part of the broader group of the same name. Following the branding, the company informed innovation center Bulletproof London that it has created a calorie-free alcoholic beverage brand for all health-conscious consumers.
Anthony von Mandl offers two ready-to-drink mild alcoholic beverages called Mike’s Hard Lemonade and White Claw Hard Seltzer. The first was the variant with nine flavors per 100 calories: mango, raspberry, grapefruit, cherry, etc. Then a drink with lemon, lime, watermelon, tangerine was launched (they were commercialized in 2020).
Since the inception of the brand in 2016, the demand for its products has grown rapidly. As of January 2020, he is the leading supplier of seltzer beverages. In just one year, White Claw’s sales jumped 275 percent.
In general, the demand for it is such that production facilities do not keep up with the desires of consumers. However, it was decided to leave a deficit in stores to fuel interest in the drink. This is the marketing policy of the company. Still, it is not final: the firm is ready to build a plant in Glendale, Arizona, as the biggest shortage is in the United States. The plant will open in the summer of 2020. Later, two more sites will be erected and launched, one of which is in New Jersey.
The visual mark of the most sought-after trademark of low-alcohol drinks looks fresh and professional. The round symbol, made in monochrome, is associated with freedom, progress, style, movement forward. It perfectly captures the brand’s spirit and brilliantly conveys its goal – to relax and catch a wave of fun.
Moreover, since its launch in 2016, the emblem has not changed because there is no need for redrawing: the sign looks powerful and trendy. It consists of a triple wave made with smooth arched lines in black and gray. It also has a word section that takes the place of the top border and a curved underline located at the bottom in the form of a large parenthesis.
The waves are alternating and depicted in a far perspective: a large wave in the foreground and a small wave in the background. Each has visible short strokes that merge at the ends at the bottom. White foam caps are painted on the crest of the waves. To the right of them are two soaring birds.
The top lettering is larger, so the phrase “White Claw” is perceived as powerful and convincing. The lower text (“Hard Seltzer”), although half the size, exactly repeats the style of the drink’s name. Moreover, the waves have sharp tops resembling the lion’s claws, so a triple-clawed mark on the bank sometimes complements the modern version of the logo. It symbolizes a rebellious spirit and rebelliousness. At the same time, strict letters bring balance and confidence.
Font and Colors of the Emblem
Sharp and hard letters in the White Claw emblem lettering are made in a geometric sans serif typeface, printed and smooth characters with sharp cuts and light shading on the right. Gray stripes give them a three-dimensional effect. The font is very close to variants such as Gravesend Sans Bold and Garnet Capitals Bold, slightly changing the outlines.
The corporate logo palette is monochrome. It consists of a combination of two colors on a white background: black and gray. Despite the absence of bright colors, such a combination distinguishes the products well, adding solidity, reputation, and elite.