CARIBBEAN
FMCG

Steam RTD

A competitor shook up the market with a ready-to-drink beverage featuring 'horny goat weed,' known for its sexually invigorating effects. The drink took off across the Caribbean, showing that people wanted more than just flavour and alcohol. We were asked to create a brand to answer this trend.

We broke the mould with a range of drinks using different stimulants at varying alcohol levels. A 0% ABV product addresses the growing demand from younger consumers for exciting non-alcoholic beverages.

We named the new brand STEAM, inspired by the rising Caribbean music genre. The name evokes heat, movement, attraction and vivid energy.

Identity

A bold diagonal black band with the white STEAM wordmark ties the range together. It’s the only diagonal logo in the regional RTD market, making it instantly stand out. Bright colours on black and unique illustrations bring each mood to life.

Consumer Response

Consumer research revealed reactions beyond expectations. Participants said they had never seen anything like it and expressed strong purchase intent. STEAM launched in Trinidad, with export markets to follow, and the early market response has been strong.

Animation for STEAM RTD brand
Close-up of bottles of STEAM RTD drink featuring colorful, psychedelic artwork with flowers, butterflies, and abstract patterns against a black background.
A colorful bottle labeled 'STEAM' with neon illustrations of a man and woman kissing, droplets on the bottle, a black background, and neon-themed artwork that includes the phrase 'Up the Heat' and a circular symbol with initials.
A colorful bottle labeled 'STEAM' with a psychedelic design, condensation droplets, and the words 'Ultimate Vibe' on the label. Behind it, there are vibrant swirling lines and a graphic with the text 'Catch the Vibe' and a logo.
A colorful bottle labeled 'STEAM' featuring a soda bottle with a vibrant, psychedelic pattern of mushrooms and butterflies. The label reads "STEAM Buzz" with the tagline "Feel the Buzz" in bold, neon colors.
STEAM RTD - Colorful, abstract neon line art of intertwined dinosaur-like creatures and plant shapes on a black background.
STEAM RTD - Night scene at a festival with colorful stage lighting, a decorated food stand, and a decorated van with vibrant art and the hashtag #RIDEME.
STEAM RTD - A woman with blue curly hair and large earrings drinks from a bottle labeled 'STEAM' in a graffiti-covered alley with colorful neon lights.
STEAM RTD - A person with braids and glasses holding a brightly colored bottle with the word 'STEAM' on it, in front of a neon-lit background.

Other RTD Cases

Three bottles of Caribe cider flavors, including Brut, Pearsecco, and Rosé, set outdoors on a wooden surface with strawberries, pear slices, and ice cubes, with sunlight and foliage in the background.

Caribé Cider RTD