Saintly

For many, drinking has always come at a cost - headaches, hangovers, and empty calories.Sure, a cheeky Sunday session might feel fun at the time, but Mondays are usually spent paying the price.

Consumers were craving a drink that delivered the fun, without the guilt.

Enter Saintly: a low-calorie, no-sugar hard seltzer that lets you enjoy the disobedience of a school-night drink - without the downside.

Working closely with the Chilli Marketing team, we built the brand from the ground up - from strategic positioning and naming, to visual identity and campaign development.

Saintly was born as Australia’s saviour from beer, wine, and evil spirits. In partnership with Warren, we created live-action assets and a campaign that celebrated guilt-free pleasure and praised the clean-drinking rebellion.

Saintly launched with impact, breaking into the top 5 fastest-selling seltzers in Australia.The brand carved out a distinct space in a crowded market - proving there’s serious demand for a drink that feels good and does good.