Brands adapt in various ways to the dynamic nature of digitalisation that is taking place around us. The digital age, in all of its various forms, is the future, but more than anything, the present. Looking strictly from a brand perspective, it is especially interesting how the digital present brought some key brand settings back to basics.

Visual and verbal identity are probably two most important brand elements, especially when it comes to FMCG goods, because it is the first point of contact with the consumer. In today's day and age, with rapid content consumption and unfocused consumers, this initial contact is as important as ever. A great example of a brand built for the modern age can be found across the Atlantic Ocean, in a rapidly growing hard seltzer category (carbonated alcoholic drinks with fruit aromas).

The pioneer, market leader and category symbol is White Claw. Product of Mark Anthony Drinks turned the entire drinks category upside down and made all relevant players react as quickly as possible. In short, White Claw is the envy of the market. How exactly big is the Claw? In a 2 billion dollar category it holds a steady 40% share. The success of White Claw can be post-rationalised extensively, but some basic elements undoubtedly contributed to the huge success; a distinctive name that stands out in the category, squeaky clean design and straightforward communication focused on the functional benefit - refreshment.

Few years after the launch the brand has gone viral, targeting the intersection of healthy living and having fun in the company of low-alcoholic drinks. The ease of the liquid consumption is clearly transferred into the branding of the product, making it easy to notice, perfect for the unfocused modern shopper who relentlessly scrolls through his feed. In such an environment, only the fittest brands survive.