Saltmine Design Group

Saltmine Design Group

Saltmine Design Group

Saltmine Design Group

ROAM your OWN WAY

“The Roam project was a fantastic first opportunity to work with Lion. We were engaged from the outset and collaborated with the team at Lion to bring the new brand to life.”

Sara Salter
Managing Partner
Saltmine Design Group

When Australasian beverage company, Lion, wanted to launch a new challenger brand into the flavoured beer category, they called on us to create a visual identity to disrupt the market and achieve commercial success.

The key challenge was to create a brand to appeal to a younger audience of both males and females who are always looking for new drinking experiences and seek out new offerings.

Creating distinctive ownable visual equities was an important focus for this new brand. Roam’s brandmark not only includes bespoke typography but also the brand icon chameleon. The chameleon represents positive and proactive change, something that is particularly important to the lives of this younger audience. The overall design is reflective of an ‘Urban Jungle’, the world that the target market lives within. It depicts the ever-changing chameleon and jungle leaves juxtaposed with an inner city brick wall also contribute to the brand equity.

The two flavours, Tequila & Lime and Vodka & Watermelon are differentiated by colour, yellow and blue respectively, and true to its name the chameleon changes colour per variant across the packaging.

To support Roam’s launch we created a key visual to be rolled out across consumer and retailer communications.