merit
The non alcoholic canned cocktail world needed to be shaken up. Enter Mockly®, a New Orleans based brand on a mission to deliver a modern drink to a generation of health conscious party goers. Mockly® launched Second Line, a vibrant taste that captures the spirit of the birthplace of cocktails, the Big Easy.
Applied Design was tasked with leading the naming and branding; drawing inspiration from the freedom loving city of New Orleans. Naturally, the design had to capture the city's essence, offering a distinctive blend of tradition, flavor, and wellness. Applied Design instilled Second Line with the iconography and feel of New Orleans unique parades giving it the feeling of music, dance and vitality.
The new look turned heads! Media coverage was secured in Transform Magazine, Brandhave.fun, GDUSA, and Business New Orleans all celebrated Second Line.
The brief was straight forward: Thread the design needle between the heritage of Mockly’s hometown and the modern consumer in a tasteful manner.
As the sober curious movement becomes more permanent, non-alcoholic brands must find ways to stay relevant at the party. Mockly® recognized this shift and crafted an offering—and packaging—that places their customers at the heart of the celebration.
The packaging design for Mockly® Second Line embodies this distinctly New Orleans experience. The sultry palette of rich colors, elegant typography, and subtle hints of jazz in the artwork transport—as you savor your Mockly® Second Line mocktail. The scent of bright citrus, lingering smoke, and secret spices waft through the air. The hypnotic wail of a slow saxophone, a punctuating burst of a trumpet, and the quiet tinkle of a piano that barely registers tug at your senses.
The launch by Mockly® was unveiled on New Year’s day 2024. This new offering was designed to stand out to health-conscious consumers seeking sophisticated, culturally rich beverage options without alcohol. It led to expanded distribution opportunities.
Named for the unique tradition of New Orleans' Second Line parade revelers, the name channels neighborhood parties, traditions and environment where everyone is welcome.the parades, Applied Design tapped into the cultural significance of New Orleans for this design and naming.
