Mulberry Street

New look for a New York seltzer!

SE Studio rebranded The Italian Seltzer Company's flagship product, Mulberry Street New York Seltzer, and rebuilt the online presence around it. The packaging redesign leans on enlarged fruit illustrations and refreshed typography across small can formats. Communications, imagery and a headless Shopify store using Gatsby drove e-commerce performance and renewed engagement. Delivered in three months, the refresh helped Mulberry Street stand out in the UK's highly competitive hard-seltzer market.

Two people holding cocktails — a martini with olive and a red drink with orange peel — over a table scattered with pistachios, mini pretzels, playing cards, a pearl necklace, and a Mulberry Street Sicilian Orange with Chinotto canned seltzer.
Hand holding a can of Mulberry Street Sicilian Orange with Chinotto seltzer against a backdrop of lush green leaves.
Two people sitting together at a warmly lit venue; one holds a Mulberry Street Sicilian orange canned drink and wears a beaded mesh top with red lipstick, the other wears a floral patterned shirt and has loc'd hair.

The redesigned website aimed to drive sales and improve user experience, utilising a headless Shopify store approach for better performance and seamless checkout processes. We leveraged the storefront API with Gatsby Shopify source plugin to maintain control over the user experience while enhancing website performance and visual appeal.

The update aimed to attract new audiences while preserving the brand's cultural influences and integrity. Our efforts resulted in a compelling website that exceeded the client's expectations, enhancing their online presence within three months.

Person holding a red tote bag branded "Mulberry Street New York Seltzer" with the tagline "you and our seltzer would look goo-od together" in light green text, against a shadowed wall.
A vibrant Negroni cocktail in a rocks glass with ice, garnished with an orange slice and a sprig of rosemary, set on a marble surface with a driftwood background.
Two hands toasting with Mulberry Street New York Seltzer cans: Sicilian Orange with Chinotto and Sicilian Lemon with Bergamot, both 4% alc vol, on a warm terracotta background.

A comprehensive communications kit including imagery, copy, and brand guidelines ensured smooth management of all future content.

The packaging redesign featured enlarged fruit illustrations to highlight ingredient freshness and zesty flavours, using two new fonts and three variations to maintain readability despite the smaller can size.

A hand pours a can of Mulberry Street Sicilian Orange with Chinotto hard seltzer (4% alcohol) into a ribbed glass garnished with a lemon slice, against a white background.
A joyful person in a floral shirt holding a canned drink, surrounded by friends, one holding a cocktail, at a lively party.
Three people enjoying canned drinks with straws at a table. The drinks are from 'Mulberry Street'. Decor includes plants and soft lighting.
Two stacked green boxes of Mulberry Street New York Seltzer by The Italian Seltzer Company; upper box shows "Sicilian lemon" flavor, lower box shows "bergamot" flavor; each contains 2x 250ml at 4% alc vol.
A tall glass of Mulberry Collins cocktail with ice and a rosemary sprig garnish, served on a brass plate with fresh rosemary sprigs alongside, against a warm blurred background.

"The team at Something Else truly captured the essence of our brand and translated it into a visual identity that exceeded my expectations. Their attention to detail and creativity is truly remarkable. From initial discussion to new product packaging, website, and social media all in three months is incredible. Thank you!"

— Christ Taylor, MD. The Seltzer Company