BRAND STRATEGY
Introducing the new social drink that leaves room for whatever 🤫👀🥤😏
The Problem
Vacancy approached Movetic with a clear yet ambitious vision: launch a distinctive, socially conscious beverage that blends discretion, versatility, and style. More than just another SoCal drink brand, Vacancy set out to redefine the bottle by offering consumers freedom and control, positioning itself as both a functional product and a lifestyle statement. Their emphasis on clean ingredients, minimal sweetness, and a premium-yet-accessible price point aligned with a broad demographic.
The Approach
Central to Vacancy’s ethos is discretion: an underfilled, screw-top can designed for versatility and subtlety, allowing consumers to participate in social settings on their own terms. This approach, paired with a socially conscious outlook creates space for consumers to feel included whether they drink alcohol or not. By blending individuality, purpose, and premium design, we positioned Vacancy to stand out in a crowded category while leaving “room for whatever” its customers want it to be.
VISUAL
IDENTITY
- //LOGO
- //TYPOGRAPHY
- //COLOR PALETTE
- //BRANDED ELEMENTS
- //BRAND BOOK
To bring Vacancy’s verbal identity to life, we built on their existing foundation and expanded it into a fully realized story. We clarified and codified their brand story, mission, and vision, aligning every message with their promise of freedom, discretion, and inclusivity. Drawing from the founders’ original intent, we helped shape a clear narrative that positions Vacancy as “The New Social Drink”. This included articulating the mission of redefining the bottle’s role to create room for everyone, and the vision of empowering a generation to drink on their own terms.
By refining their tagline (“Drinks Well With Others”) and developing a library of living lines like “Sip It, Spike It, However You Like It” and “There’s Always Room For You,” we gave Vacancy a verbal toolkit that can flex across campaigns, packaging, and digital channels. This included setting the tone of voice and ensuring consistency across all copywriting touchpoints, from their website to activations. By pairing a strong verbal foundation with their refreshed visual identity, we provided Vacancy with a cohesive storytelling framework that differentiates them from competitors and sets the stage for long-term growth.
VERBAL
IDENTITY
- //BRAND STORY
- //Mission & Vision
- //TAGLINE
- //LIVING LINES
To bring Vacancy’s verbal identity to life, we built on their existing foundation and expanded it into a fully realized story. We clarified and codified their brand story, mission, and vision, aligning every message with their promise of freedom, discretion, and inclusivity. Drawing from the founders’ original intent, we helped shape a clear narrative that positions Vacancy as “The New Social Drink”. This included articulating the mission of redefining the bottle’s role to create room for everyone, and the vision of empowering a generation to drink on their own terms.
By refining their tagline (“Drinks Well With Others”) and developing a library of living lines like “Sip It, Spike It, However You Like It” and “There’s Always Room For You,” we gave Vacancy a verbal toolkit that can flex across campaigns, packaging, and digital channels. This included setting the tone of voice and ensuring consistency across all copywriting touchpoints, from their website to activations. By pairing a strong verbal foundation with their refreshed visual identity, we provided Vacancy with a cohesive storytelling framework that differentiates them from competitors and sets the stage for long-term growth.
TRADITIONAL
EXPERIENCES
- //PACKAGING
- //POSTERS & BILLBOARDS
- //APPAREL
- //SOCIAL ASSETS
- //EVENT FLYERS
Bringing Vacancy to life started with the most critical touchpoint: its packaging. Because the product’s entire value proposition hinges on understanding the function at first glance, our challenge was both design and communication. We built a packaging system that instantly signals “ready to fill,” using visual cues, transparent label cutouts, and a clear hierarchy to guide the consumer. Every element—from iconography to flavor cues to instructional copy—was intentionally crafted to communicate versatility without saying too much. The result is a bottle that educates in seconds, stands out on shelf, and reinforces Vacancy’s discreet, purpose-built personality.
Beyond the can, we expanded Vacancy’s presence into a cohesive suite of traditional touchpoints that helped solidify it as a lifestyle brand from day one. Business cards, rack cards, product displays, apparel, and early advertising established a recognizable world of bold typography, playful lines, and approachable confidence. These foundational pieces not only activated the brand in physical spaces but also created a consistent visual thread between retail, events, and social media. Together, they form a tangible introduction to Vacancy’s personality—inviting, flexible, and designed to “leave room for whatever.”
