Brander's Studio

Stone Light

Beverage

🇧🇷 BRASIL

About

Stone Light is an alcoholic beverage brand that aims to deliver high quality ready-to-drink options with a distinctive flavor, because it believes that moments of fun require lightness, practicality and a touch of refreshment.

Services

Rebranding

Lauch Strategy

The Challenge

Stone Light began as a hard seltzer concept, but our in-depth market research revealed that Brazilian consumers had little enthusiasm for the category. The challenge was to pivot the product while staying aligned with the founders’ vision and creating a brand that resonated with the local market’s tastes and preferences.

Our Approach

  • Market Research & Insights
    We conducted extensive quantitative and qualitative research, including consumer surveys, focus groups, and competitive analysis. 

 

  • Strategic Pivot
    We recommended shifting from hard seltzers to a line of ready-to-drink cocktails, offering classic flavors like Mojito, Pink Lemonade and  Whisky Sour. This move aligned the product with local preferences while maintaining the focus on lightness and refreshment.

 

  • Brand Strategy

    • Positioning: Stone Light was repositioned as a vibrant, modern beverage for health-conscious consumers seeking flavor and convenience.
    • Tone & Voice: A fun, approachable, and lively tone that reflects the brand’s values of lightness, connection, and enjoyment.

 

  • Launch Strategy
    We created a roadmap for introducing the rebranded product, including social media campaigns, influencer partnerships, and activation events to connect with the target audience and build anticipation.

Archetypes

The brand’s personality can be defined by the fusion of two archetypes, the main one being the “Jester” and the secondary one being the “Magician”, comedy and magic.

The Jester brings the joy of life, fun, lightness and connection with the present moment as its main characteristics, these being the brand’s main personality traits. The Magician’s attributes will appear secondary, always inserted in happy, fun and light contexts, and may allude to the drinks that are “magically” ready. 

Results

The rebranding of Stone Light successfully repositioned the brand in the Brazilian market. The new identity resonated deeply with consumers, sparking enthusiasm for the product. Stone Light has built a loyal community and is now on track for impressive growth, with projections of a 300% increase in 2025.