NEWBIES: Field Trip – a THC spirit that understands the power of restraint
Quiet, calm, confident. This is a brand that knows exactly how to get its message across.
If alcohol has to stand up to any major competitor in the coming years, it’s going to be THC. It’s increasingly legalized around the world (although the looming federal ban in the USA is going to be interesting), it’s increasingly socially accepted, and brands are absolutely ready to tap into that.
Field Trip is one of those. They describe themselves as “a new American spirit”, delivering 3mg of THC per pour, and with messaging that emphasizes gentle, steady connection. Or, as they put it, “feeling good, not gone”.
“We were seeking a drink that offered a little lift in social situations, enhanced our creative thinking, and generally elevated our everyday moments without any of the negative effects of alcohol,” the brand’s Head of Social Content Sam Livingston tells us. “The 3mg dosage keeps things light and manageable, and we liked the idea of a citrus-y, botanical flavor that took the place of gin or tequila in cocktails”.
Field Trip is new. Really new.
We spoke with Sam just months after Field Trip was set up, so we really caught them in the earliest stages of building the business.
However, although the brand itself is newborn it’s benefited from a lot of different experience feeding into it. The team comes from across creative fields – art direction, product development, photo, video, social media, web development – and all of those skills are shaping Field Trip, including its admirably minimal branding.
With a product like this, there are some obvious design directions they could have gone in, and it’s notable that they haven’t. Sam says that’s a reaction to other THC brands that “try to do too much”, either by adopting obnoxious graphics, going kitsch, or hiding behind clinical visuals.
“We think restraint is a form of respect for the consumer that says, ‘we trust you to get it’,” he explains. “When you strip a product down to only what’s essential, what remains has to be true.
“We wanted Field Trip to feel dignified enough to be quiet. The shape, the weight, the way it sits on a table or bar cart: all of that is doing the work. If those things are right, you don’t need to shout.”
Explanation is part of the challenge
It’s not just about avoiding stereotypes, it’s also a messaging job. People know what alcohol is and what it does, but for many, THC is a different beast. There’s hesitation, there’s lack of understanding, and those are feelings Field Trip is at pains to combat.
Sam says they’re doing this with repetitive, and gently insistent language that’s used time and time again to reassure people that Field Trip is a low-dose option that offers a gentle, controllable high. It’s also interesting to note that the brand is being centred around socialising and being creative.
“It allows you to maintain an enjoyable experience socially,” says Sam, “to work on creative projects at home, lounge at the park, and so on, without, say, the effects of an intense edible or several cocktails or glasses of wine.
“That also hopefully comes across in our imagery: we’re sharing craft drink and dessert recipes, and any portraits we post consist of people peacefully spending time together or working on something creative.”
How the brand grows
Field Trip’s launch and growth strategy is, for now, focused on paid and organic social content that aims to show what’s possible via recipes for citrusy drinks, gummies and desserts that people can make at home. Their website and Insta has directions for classic cocktails like Negronis and Palomas as well as Gimlet jello shots.
Events are also an important part of the strategy. Sam says their focus is on popping up in Los Angeles and New York and giving people firsthand experience of Field Trip. Watching them encounter the brand has also given them invaluable product insight. They’d always intended it to be an alcohol replacement – a stand-in for gin or tequila in a cocktail – but Sam says they’ve realised people are equally happy to drink it on its own, over ice.
And although this brand is still fresh, they’ve already learned plenty about building in this space. We asked Sam to reflect on these early days:
What’s the brutal truth you’ve learned about building a bev/alc brand?
“Regulations are constantly changing, so we’ve been working on alternate products in the event that we’re unable to sell our current product going forward. We’re incredibly excited about what we’ve got on the way, but it takes a lot of effort and experimentation to stay a few steps ahead in this specific industry.”
Is there anything you’d do differently, or tell other founders to do differently?
“We think of FIeld Trip as a point of view: how people deserve to feel in their everyday lives. The best companies know that when building a brand, what you’re really creating is a relationship with the consumer. The object (or liquid, in our case) is just the contact point. Build the brand like it’s the product – not a label on the product, not a story wrapped around the product, but the product itself. When a brand is working well, it’s not a visual identity, it’s a consistent point of view that will allow people to trust wherever you take them next.”
THE NEW RULE
Branding can be loud and exuberant, but it doesn’t have to be. Understanding what you want to say and communicating it quietly, confidently and consistently is a totally valid way to connect with people – especially if you’re building in a space that’s less familiar.
The New Rules is a labor of love by nihilo.agency. Need design support for your brand? Reach out! hi@nihilo.agency
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