The Backing Track to Your Best Times
To kick-off this project, LoveGunn was presented with a founders vision and 4 unlabelled cocktail samples. From there we were tasked with creating and launching a new ready-to-drink cocktail brand. The challenge was as demanding as trying to get your mates attention at a packed music festival. With so many well-established names and unique independent products already entering the category, standing out required more than just a great product—it demanded creativity, innovation, and a truly unique identity that resonated with a clearly defined audience.
To gain a deeper understanding of the target audience and market trends, we conducted extensive research on the RTD cocktail industry, music culture, and consumer preferences. The key insights we found were: 1. A growing demand for premium, convenient cocktail options among millennials and Gen Z. 2. A strong emotional connection between music and memories, with consumers associating specific songs and genres with experiences and emotions. 3. The importance of visual storytelling and brand narrative in building a loyal customer base.
Inspired by the dive bars of Melbourne, the jazz clubs of New Orleans, and the festivals in Rio, founder Darren Vincent's curiosity led him to create an off-beat range of delicious cocktails.
Armed with our audience insights and Darren’s own personal inspiration, LoveGunn created a clear strategic brand that was all about “Finding the Flip Side”, a cocktail brand for people who are compulsively curious - those who stumble across an album’s hidden track or spot an artist before they get big, those looking for different experiences (or different flavours).
The name "Front Left" is inspired by that iconic spot where friends gather at music festivals—always at the front left of the stage—to enjoy unforgettable moments together (with a can in hand).
To create a stand-out brand that resonates with music enthusiasts and cocktail connoisseurs a-like, we crafted a vibrant and eclectic visual identity for Front Left. The identity combines a distinctive wordmark which centred around the play button within the negative space of the ‘O’ and a crew of quirky music loving characters formed from stage speakers, who’d fit right in at Glastonbury.
In addition to the visual identity, we developed a compelling brand narrative that celebrates the thrill of discovery, the joy of shared experiences, and the transformative power of music and mixology. This narrative is woven throughout all touchpoints to create a cohesive and immersive brand experience that resonates with the target audience on a deeper emotional level.
By marrying the worlds of music and mixology in a fresh and unexpected way, Front Left has carved out a distinctive niche in the competitive RTD cocktail market, attracting a loyal following of curious and adventurous consumers who are eager to explore the flip side of life—one cocktail at a time.
