Libra non-alcoholic beer

Design: the Small Monsters
Location: Canada
Project Type: Produced
Client: Upstreet Brewing
Product Launch Location: Canada
Packaging Contents: Beer
Packaging Substrate / Materials: Aluminum
Printing Process: High resolution flexography

Libra is a problem-free craft beer for Millennials looking for a sophisticated social drink. The beer existed as “Pace” with a unique design but no clear brand. The Small Monsters were asked to help them find their market and increase sales. We began by researching the market and examining trends in the segment. Our research showed that 42% of Millennials are drinking less alcohol than three years ago, and are looking for drinks that are more favourable to their health. With this, we saw an opportunity to reposition the brand.

We created a brand that showed that poeple can go out and have fun, be with friends, and drink, with none of the drawbacks like hangovers and drunkeness associated with drinking. We designed the can to look like regular beers so that people would feel comfortable ordering it, and not have to worry about being asked why they’re not drinking.

We renamed the brand “Libra” with a brand promise of being “the beer that lets you find your balance”: the balance between being social and being busy, between being fun and getting things done. Advertising material said that Libra is “a light, refreshing beer that fits your life, not the other way around” and the tagline is “All of the fun, none of the headaches.”

The reception has been very strong, with the initial 6 month supply selling out in just three weeks. Libra has quickly become the brewery’s number one product and has allowed them to expand distribution across Canada and into the US. In September 2021, just 6 months after its launch, Libra was awarded the Bronze Medal for design at the World Beer Awards. The client has launched two more SKUs and two others are in development.