Solution

NKD LDY came to us with a brand name and story providing us with some fodder to build a strategic brand positioning, visual identity, and content strategy. Based on our insights around the freedom to choose a non-alcoholic spirit alternative over real alcohol, we evolved the positioning of the brand - “Sophisticated Punk” - to embody the punk attitude of pure freedom and authenticity to make decisions for yourself. In our visual identity and packaging, we took inspiration from punk through the years – concert bills, photography, and album art – and we established the tagline “Make it Naked with NKD LDY.” 

The package design was kept simple, bold, and alternative for consumers to easily identify it amongst a bar full of bottles. Stemming from our visual identity and messaging work, we crafted a robust content strategy for NKD LDY across owned social emphasizing the importance of consistency, personality, community, and aesthetic. 

Using our blueprint, NKD LDY revamped their art direction, social playbook, and partnership strategy with a true punk fearlessness, and the world has taken notice. They’ve been featured across industry publications like Forbes, The Business Journal, and Channel 5 News. This is just the beginning for NKD LDY – before long we’ll be hearing orders at the bar asking to “Make it Naked.