WHO THE F*CK IS MR ZELTSER?
MR ZELTSER
Branding
Packaging
We were given nothing but the name of a new hard soda, Mr. Zeltser, and asked to define: who is he and what’s his message? What emerged was a bearded wanderer with a fizzy worldview. We built the brand universe around his character, shaping his voice, look and motion, until every can felt like a line lifted from his inner monologue: “Sip and trip. This is the Zeltser way.”
brief
We began by looking for a character who could stay loose and move between worlds, yet still be recognised at a glance. Inspiration from classic 1960s animation, with its psychedelic feel, helped shape him.
His personality spills into a colour palette that always feels like him, and he is anchored by his unmistakable hat. Even when reduced to those elements alone, he remains the same wandering spirit, seen through another glass.
To bring Mr. Zeltser to life, we turned to classic frame-by-frame animation.
The way he moves – slightly off-beat, never in a rush – is as much a part of his character as his colours or his lines. It is in the in-between frames, the tiny imperfections of movement, that his spirit is most present.
