Tres Bien Agency’s branding project for LikeLouis is a creative starting point for a new world of beverages. This project began as a small startup, founded by three visionary entrepreneurs with a bold idea: an alcoholic kombucha at 4%. Light, refreshing, and designed to sidestep the typical hangover.
People are searching for lower-alcohol options that don’t sacrifice flavor. LikeLouis answers that call, offering a kombucha-based drink that’s not only low in alcohol but also rich in antioxidants and probiotics.
Between the typographic treatment, explosive colors and dynamic layouts, LikeLouis really feels like a party, a visual one. This identity cuts through a crowded market filled with conventional alcoholic beverages. A refreshment to overlooked shelves through intentional creativity.
Context and Creative Direction
Tres Bien was assigned for the complete development of their brand identity, including the packaging design, crafting every visual component, and orchestrating the entire social media launch for maximum impact and cohesion. Marta Beatrice Soro took the lead in guiding the creative team through every phase, ensuring that each touchpoint reflected a united vision and hardline quality.
The Work: Identity and Packaging
Their logomark features a bold sans-serif font with a twisted “o” that stands out in a party of typefaces. LikeLouis shines at balancing styles, featuring different fonts in their visual language without feeling overwhelming. Its palette, anchored in the launch tea flavors like Grapefruit, Hibiscus and Sage, elevates this vibrant dynamic. If we’re talking about euphoric tea, more is more.
“Party Like There’s Tomorrow” is the slogan that encapsulates their loud style, capturing the spirit of enjoying life without the usual regrets, perfectly aligning with modern drinkers’ desires for both fun and wellness.
Outstanding Typographic Use
The design predominantly incorporated two typefaces: Haas Unica SH, a grotesque sans-serif, and Editorial New from PangramPangram, a serif.
Haas Unica SH represents the “Headline” optical cut (where SH denotes Scangraphic Headline) derived from the initial Unica. It was created in 1980 by Team ’77, formed by André Gürtler, Christian Mengelt, and Erich Gschwind, for the Haas Type Foundry, one of the most important institutions in typographic history.
Editorial New stands as a narrow serif font. A versatile option that assures legibility in body copy and impactful headlines, merging a retro aesthetic reminiscent of the 1990s with a contemporary touch. It was desined by Mathieu “Mat” Desjardins, and released by Pangram Pangram in 2019. In 2021, the version 2.0 introduced the addition of italics, designed by Francesca Bolognini.
For a few select, more condensed elements, the reliable Druk X Condensed Super was used. The Druk condensed family pays homage to the pioneer designer Willy Fleckhaus, it was originally designed for the 2011 “Year in Review” issue of Bloomberg Businessweek by Berton Hasebe and distributed by Commercial Type.
Beyond typography and color, the brand’s visual language includes subtle patterns and illustrative elements that add depth without overwriting the core identity. Photography is designed to create a feeling of warmth and reminiscence, reinforcing the brand’s values at every interaction.
LikeLouis is more than just a beverage, it’s a movement redefining what it means to enjoy a drink. Through strategic visual and communicative choices, Tres Bien Agency has crafted a brand that not only stands out in a saturated market but also creates a sense of community and belonging, inviting everyone to “Party Like There’s Tomorrow.”
Tres Bien prioritizes true collaboration over isolated efforts. An agency whose processes are crafted, refined, and validated through real brand partnerships. You can check their website here.
Agency: TRES BIEN GmbH
Freelance Design Team:
Designer Lead / Art Director: Marta Beatrice Soro
Design Team: Chiara Lodrini / Marco Giacobbe
3D – Motion: Davide Spazzadeschi
Film Director: Ivan Boljat
Photographer: Janine Sametzky
See you soon amigos!
A Type of Ari.
