To create the ideal 'sociability and wellbeing' soft drink, to overcome the frustrations people have with existing choices when they don't want to drink alcohol but still want to socialise and connect with those around them.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
A delicious clean soda crafted for adults; a unique fusion of hop extracts, natural flavours, and less than half the sugar of leading regular soft drinks. An ancient Skaldic word, 'hopt' is thought to mean connected - Hopt helps people socialise without compromising their aspirations to live more healthily. Over 15 features are built into Hopt's design, each with a specific benefit.
OPERATION / FLOW / INTERACTION:
Our research indicated when people don't want to drink alcohol for health or lifestyle reasons (1 in 5 claim this regularly), existing drink choices (soft drinks, water) are seen as too sweet, childish, 'gassy', artificial and/or boring. Hopt provides crisp, clean, refreshment with delicious adult flavours, less sugar and lighter carbonation, for enjoyment at any time of the day.
PROJECT DURATION AND LOCATION:
The project started in November 2012 in Melbourne. Research was completed across Melbourne, Sydney and Auckland, with inspiration and insights also gathered in Tokyo. Hopt was launched in New Zealand in March 2014.
FITS BEST INTO CATEGORY:
Food, Beverage and Culinary Arts Design
PRODUCTION / REALIZATION TECHNOLOGY:
Through 'lean start-up' methodologies and 'in situ' rapid prototyping, the attributes a 'sociability and wellbeing' drink needed to have to deliver the right balance of emotional, social and functional benefits, were discovered. A team across Tokyo, Melbourne and Auckland applied a user-centred design focus to bring together the necessary ingredient, packaging and brand components and deliver the benefits required.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Hopt is packaged in 330mL bottles (dimensions 204 x 61 x 61mm) with coloured twist crown seals . The liquids are lightly carbonated, and all contain unique fusions of hop extracts, natural flavours, and less than half the sugar of leading regular soft drinks. Available in 4-packs and 6x4-pack cartons.
Clean soda, hops, hopped soda, less sugar, natural flavours, salted lychee, delicious taste, healthy, social, soft drinks
To explore the drinks needs of social health-oriented people, two processes were combined; 'lean start-up' rapid prototyping, and traditional quantitative research e.g. all drinks demand segmentation, concept and fit to concept testing, and volumetrics. There is significant political and institutional noise around both soft drinks and alcohol so Hopt is well positioned for positive societal impact.
Creating optimal brand communications for a multifaceted soft drink design. The term "non-alcoholic beverage" can be confusing and negatively frames Hopt. In seeking an impactful communication idea, simple 'disruption through design' and 'clean soda' positioning evolved.
TEAM MEMBERS (10) :
Alastair Kenvyn, Antonia Davison, Paul O'Loughlin, Tamaki Sano, Tsuyoshi Saikachi, Shuichi Maeda, Arch MacDonnell, Christine Vale, Michelle Gardiner and Tamara Radic
All images: Photographer Ross Brown 2014