Sax Gin — Brand Strategy & Creative Concept
Sax Gin, one of Croatia’s favourite gin brands, needed a stronger strategic position and a more distinctive voice in an increasingly competitive market. Following competitive and SWOT analyses, we developed a brand strategy built around its greatest strength: proven quality, accessibility and unmistakable local charm. This led to “Zvuči odlično!” (Sounds Great!), a creative platform connecting Sax with music, celebration and shared experiences. We developed the communication concept and framework to ensure consistency across all channels and touchpoints.
ServicesBrand positioning, brand strategy, brand storytelling, creative concept, brand claim, brand assets.
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Sax Gin — Brand Strategy & Creative Concept
Making Croatia’s favourite gin sound even better.
The Client & The Challenge
Strengthening a favourite amid new market challenges.
As gin gained popularity in Croatia, the category became increasingly crowded with everything from premium craft labels to affordable private-label alternatives. Already recognised as one of Croatia’s most beloved gins, Sax had a distinct competitive advantage: a proven product, approachable character and unmistakable local charm.
The challenge was to strengthen Sax’s position in the market, highlight its quality and innovation, attract new consumers and build stronger relationships with existing ones. We set out to define a clear strategic direction and a creative idea that would build on what already made Sax special while giving it a more distinctive voice and a consistent presence across all communication channels.
The Creative Approach
A strategy that strikes the right chord.
We began with an analysis of the competitive landscape, followed by brand positioning and a SWOT analysis to identify Sax’s strengths and opportunities for growth. The strategic direction centred on building a consistent brand ecosystem, creating more occasions for engagement and developing a compelling brand idea rooted in a genuine understanding of consumers.
At the heart of the strategy was a simple brand truth: Sax is Croatia’s favourite gin. Rather than compete with the pretentiousness of high-end craft labels or the price-driven appeal of private-label alternatives, Sax could own a space defined by proven quality, accessibility and an unmistakable homegrown charm. A gin for real people and the good times they share.
This thinking led to the brand claim “Zvuči odlično!” (Sounds Great!). Drawing on Sax’s association with music, entertainment and the saxophone itself, the slogan captures the brand’s upbeat, uncomplicated personality. More than a catchy expression, it became a flexible creative platform that connects the product with celebration, shared experiences and the simple pleasure of saying yes to a good time.
We translated this strategic direction into a consistent communication framework, designed to bring the brand idea to life across key consumer touchpoints, including point of sale, digital and social media, events and PR.
The Result
A stronger brand voice that makes every occasion sound better.
The result is a clear and cohesive brand communication platform that builds on Sax’s existing strengths while giving the brand a more distinctive and recognisable voice. By celebrating its accessibility, quality and connection to everyday enjoyment, we positioned Sax as a gin that brings people together without unnecessary pretence.
Our strategic and creative thinking helped Sax find its rhythm and turn up the volume on what makes it a favourite. Good gin, good company, good times. Sounds great? We think so.
