Isautier Fizz in RTD Cans
Reunion's vibrant tropical colors in fresh packaging
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For this unprecedented project, we chose Studio Blackthorns, captivated by their creative freedom and fresh perspective on the can universe. Their proposal successfully combined modernity, intensity, and territorial anchoring. The result reflects our ambition: to shine the spirit of Isautier in a portable and responsible format. The enthusiastic response from the Reunion public confirms the relevance of this inspiring partnership.
Yann Auberval, Marketing & Communication Director at Isautier
Challenge & Objectives
Isautier House, a living heritage of Reunion since 1845, sought to conquer a new rapidly expanding market segment: ready-to-drink cocktails (RTD). With projected growth of 13.9% annually between 2024 and 2031, this market represented a strategic opportunity to diversify its offering while remaining true to its rum-house DNA.
The challenge was significant: create an RTD offering that would capitalize on the success of Arhumatiks (liqueurs launched in 2020) while proposing something intrinsically different. A young, portable, accessible product, but without compromise on authenticity and quality – the Isautier signature.
The brief was ambitious: a meaningful name, a modern visual identity, innovative packaging, and a launch concept capable of seducing the Reunion market first, then extending beyond.
Objectives:
- Develop a new rum-based RTD range, positioned as a premium alternative to beer
- Create a young, dynamic, and immediately recognizable visual identity
- Architect a packaging strategy coherent with the portable positioning
- Capitalize on Isautier's reputation without diluting the brand's DNA
Expertise
Brand Expression
- Naming
- Visual Identity
- Design system
- Packaging Design
The name FIZZ was strategic. In three letters, it crystallizes the essence of the product: the fizz (bubbles), lightness, and immediacy. Unlike explanatory names, FIZZ functions as an onomatopoeia – that sound a can makes when you open it, an immediate sensory promise.
For the French and Reunion markets, FIZZ avoids translation pitfalls. It's international, modern, easily memorable, and pronounced identically across three languages. It also speaks to young consumers without aging the brand.
At 12.5% vol. (equivalent to a glass of wine), FIZZ doesn't compete directly with Arrangés (40-50°) or even Arhumatiks (20-30°). It's an alternative to beer, with Isautier's rum-tropical signature. The positioning: "The pleasure of a cocktail without the complexity of a recipe."
FIZZ embodies Isautier's ability to innovate without denying itself. By translating the success of Arhumatiks into a portable and accessible format, the brand opens a new chapter in its rum saga – that of modern conviviality, terroir in a can, and responsible consumption.
The design, intentionally dynamic and youthful, avoids the trap of "old brand trying to rejuvenate." On the contrary, it affirms Isautier as a pioneer capable of shaping trends – exactly as it has since 1845.
