Design, Retouching, Artworking, Animation & 3D - Robbie Hancock
Photography - Oli Ahrafi-Tari
Art Direction - Robbie Hancock
Agency - We Are Social
Project Details
We were approached by SOURZ, an iconic flavoured spirits brand best known for its vibrant taste and playful energy, to lead a complete brand refresh. SOURZ had built strong nostalgia with older audiences through its association with university nights out and unforgettable parties, but its visual identity hadn’t evolved in over 15 years. The brand was beginning to feel dated, disconnected from a new Gen-Z audience who had little awareness or emotional connection to it.
Given a truly open brief—with no existing brand guidelines, colour systems, or typography, we were tasked with reinventing SOURZ for 2025 and beyond. The challenge was to create a look and feel that felt fresh, modern, and authentic to younger audiences, while staying true to the bold, fun spirit SOURZ has always embodied.
I directed the entire creative process, from concept to execution, delivering a new visual world to be rolled out across in-store, out-of-home, and digital channels by partner agencies. The design language leaned into modern cultural aesthetics, including warped gradients, dynamic 3D-rendered product visuals, and a bold sans-serif type system. The result was a clean, adaptable, and instantly recognisable identity that celebrates SOURZ’s energy while giving it new relevance for the next generation.
I also directed a cocktail photoshoot, ensuring vibrant serves could be integrated into key visuals across campaigns. In addition, I developed a special Halloween edition of the identity, amplifying SOURZ’s playful personality with a darker, seasonal twist while keeping it aligned with the refreshed system.
