The Problem:
Kona Big Wave was poised for a significant transformation, aiming to reposition itself from its craft beer origins to a premium beverage brand. This ambitious relaunch necessitated a complete overhaul of its package design and brand identity, encapsulated by the new campaign slogan, "Bring the Aloha."

The Ask:
Solve for a full strategic go-to-market shopper plan that would position Kona Big Wave as a premium beverage.

The Execution:
The brand pivot of Kona Big Wave was a comprehensive rollout strategy, designed to make a significant impact both on-site in bars and off-site in grocery, liquor, and convenience stores.

In order to provide a clear vision for each segment's execution, we developed detailed toolkit guidelines. A key feature was the creation of 3D renderings of an iconic Kona Big Wave beach bar, serving as the ultimate reference and inspiration to bars when it comes to implementing Kona assets in their venues. I collaborated closely with our 3D team to design every aspect of this bar, right down to the chair shapes, lighting fixtures, and custom Kona fabric pillows. We drew inspiration from diverse beach bar locales including Greece, Mexico, California, and of course, Hawaii.

To further enhance customer engagement, we also developed a variety of unique POS to bring the Kona vibes to both stores and bars. In-store, we have large displays with surfboards and takeovers of coolers and windows (plus unique koozies for the 25 oz cans sold in convenience stores). In bars, we provided Big Wave tabletop and wall hanging hook games, custom wooden menu boards for food pairings and surfboard sampling trays.

The last piece of the puzzle was to keep Kona Big Wave top-of-mind, even in the cold winter months. The bright Kona POS scattered throughout bars, paired with a sweeps to PARADISE was the perfect solution to bring the bright island vibes to anyone’s dreary winter evenings.