CHALLENGE/

Build a brand from scratch for women on the rise. A brand with a bold tone of voice, unafraid to break taboos, and one that makes women feel empowered and unstoppable.

SOLUTION/

Before we started building Bitchy Club, all we had was a strong value proposition and a clear target audience.

We needed a name and a product that our audience would deeply connect with. The goal was to create something within the food and beverage category.

Through market research, we discovered that at that time, women strongly identified with rosé wine. To add an edgy and distinctive element, we decided to offer the wine in a can — a format that is also convenient. We chose a standard can format because we wanted to visually communicate gender equality — the Bitchy Club can was designed to stand just as strong next to a beer can, typically associated with male consumers.

The main visual element of the brand was an illustration of lips, symbolizing femininity and red lipstick, a powerful historical symbol of women’s empowerment.

By combining red and pink, I wanted to create an unexpected contrast while also highlighting both the strong and the soft side of femininity.

With the Bitchy Club brand, we built a powerful community of women who weren’t afraid to share their struggles and talk about taboos. The can became a symbol of empowerment, with women buying it for each other as a gesture of encouragement and motivation.

Because the product was so unique, and the first with such a theme at the time, it quickly went viral. We received a huge amount of organic content every day from girls and women who deeply resonated with our message.

In collaboration with other brands founded or co-founded by women, we also launched additional products on the market.

The project was a great success on the Slovenian market, but unfortunately had to come to an end due to the pandemic.

MENTIONS/

One of the top Slovenian products by Marketing Magazin (biggest Slovenian marketing magazine), New Edge Mag, Journal HR