Safari Sundays has created a new wine brand that taps into growing numbers of ‘bros’ drinking rosé.

In partnership with Mangrove Estates, Safari Sundays has created the brand and design for The Drop, a new rosé wine now available in can and multipack format. ‘We had a specific type of millennial bro that we wanted to talk to and a powerful brand name that got right to the heart of their lifestyle with its ‘think it, do it, done’ attitude’, says Strategy Director, Georgia Levison, ‘To unlock the name’s potential we built the brand to be so much more than just its product and instead behave as a like-minded peer demonstrating and celebrating moments of ‘taking the drop’, when everything is possible, even great tasting rosé in a can!’

Safari Sundays created a ‘work hard, play hard, live rosé’ brand world, visually suggestive of a sun-drenched, four-day weekend, that spoke with a respect for tradition while breaking all the rules.