The Challenge
Highland Brewing wanted to reintroduce Lounge Juice as a bold, flavorful alternative to traditional beer and wine — one that connected with a younger, more style-driven audience. The brand needed to distinguish itself from Highland’s core identity while maintaining its quality and authenticity.
The Solution
We developed a vibrant new creative platform anchored in the persona of Sophia — The Social Savvy Adventurer. Every element — from color palette and casting to tone of voice — reflected her world: fun, confident, and effortlessly cool. The result was a brand that spoke directly to this audience with unapologetic energy, bold flavor, and a touch of playful sophistication.
The Results
The refreshed Lounge Juice brand established a clear identity and visual language that set it apart from Highland’s core portfolio. With messaging built around bold flavor, flexibility, and fun, Lounge Juice now connects authentically with its target demographic and stands ready to expand its reach.
