"52 percent of U.S. consumers are trying to reduce their alcohol consumption." - IWSR

Moderation is important, but it isn't easy. Anyone who has woken up regretting how much they consumed the night before knows that the more we drink, the less control we have over our ability to moderate our alcohol intake. And research suggests that through the pandemic, this problem worsened, with alcohol sales increasing by 33% - IBOTTA.

Gradient offers a solution to the "auto pilot" portion of problem by being the world’s first to package multiple, gradually reducing alcoholic beverages in one pack – including one of each of the following strengths: 8%, 7%, 6%, 4%, 3%, 2% alc./vol..

This approach gives consumers the ability to start their evening as strong as they like, then automatically reduce their consumption throughout the night. By doing so, they can keep a drink in hand all night, without letting the night get out of hand.

To package this bright idea, we developed a system that was equally bright and appealing.

On each can, the alcohol strength is indicated by the density of the dot matrix design. When seen together, multiple cans in a row create a decreasing gradient which fades from one bright colour to another, reflecting the brand's name and purpose.

To package the cans in a way that captures the essence of Gradient, we developed a fridge friendly, easily gripable, one-of-a-kind six-in-a-line box with a dot matrix design which perfectly matches with the cans.

The box also includes a perforation which angles back to encourage people to start at the stronger end, and work their way back. This subtle design cue was necessary because regulatory bodies prevent alcohol brands from telling people how to consume alcohol beyond one drink. This design solution allowed us to nudge people's behaviour to ensure they have the best possible experience.

With Gradient Vodka Soda, the cans fade so you don't.