Mockly® recently unveiled 'Second Line,' a novel range of non-alcoholic cocktails, marking a significant shift in the beverage industry. This line caters to health-focused consumers, blending cultural richness with sophisticated, alcohol-free options. The standout flavor, 'Madame L’Orange: Smoked Citrus Elixir,' epitomizes the essence of New Orleans. It evokes images of smoky jazz clubs and the vibrant nightlife of the French Quarter, offering a mature, enigmatic taste profile.
Unlike typical mocktails that mimic alcoholic beverages, Mockly® Second Line forges a new path. It targets discerning flavor enthusiasts who value experiences over alcohol content. The brand message is clear: life's moments are to be savored, with a focus on novel flavors and the joy of living.
The packaging design of Mockly® Second Line is a homage to New Orleans' Second Line parades. These parades symbolize the city's dynamic, celebratory spirit, mirrored in the brand's freeform and vivid essence. The packaging features a sultry color palette, elegant typography, and artwork subtly infused with jazz elements. It's designed to transport consumers to New Orleans, with sensory cues like citrus aromas, smoky undertones, and a hint of secret spices, accompanied by the immersive sounds of jazz.
The ultimate goal of Mockly® Second Line is to position Mockly® as the premier choice for health-conscious individuals seeking a premium, culturally rich drinking experience. The design strategy emphasizes how these mocktails encapsulate the spirit of New Orleans - a fusion of tradition, taste, and wellness.