Challenge: 

Inspired by classic Italian Aperitivo and serves, Sofi Spritz gives these summer favourites a local twist with South Australian wine and all-natural fruit flavours. Value perception low – “looks like a sugary soda”

Task was to elevate the brand with more premium cues and champion a modern local Aussie Spritz occasion.

Our task was to refresh the Sofi brand to embody the positioning of “the Italian classic with an Aussie twist” across Sofi Spritz RTD and subsequent new ranges like Aperitivo—ensuring category break through, broad age appeal and a premium perception. 

Approach: 

Italian spritz cocktails are timeless classics so we approached the packaging in the same way by drawing inspiration from prestigious Italian soda brands. We then added a contemporary twist that is clean, crisp and refreshing—much like the flavours of these little beauties—especially when paired with a cool north-easterly on a Sydney summer’s day.

When it came to Sofi Aperitivo, our approach was a seamless adoption from Aperol to Sofi, marrying well known Sofi brand traits with category cues established by well known Italian brands. Our aim was to clearly establish Sofi Aperitivo as the local quality challenger in the category. Call outs like ‘Australia’s Natural Aperitivo’ and ‘A local twist on an Italian Classic’ helped drive home this association.

Result: 

Initial pack designs for Shark Tank helped land 4 out of the 5 sharks and an asking price deal. Now, Sofi is serving over 3 million cocktails per year. That’s one cocktail every 10 seconds!