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Hi Cheers family! 👋🏼
Four months ago we announced our switch from Thrive+ to Cheers. The name change was the result of some major soul searching to identify why we exist, what we want our brand to represent, and how we can best serve our fellow alcohol-enjoying friends. It was a big leap for us, and one that we felt was necessary for our company to achieve its ambitious vision for the future.
With our newly-discovered vision and a newly-adopted name, we realized that our brand needed a makeover to match–which brings us to why we're writing to you! Over the past few months, we've been quietly developing a new brand strategy and visual identity. We're beyond excited to share a sneak peek with you today.
Soon, you'll see our new brand applied to everything we do: from our website and emails, to our products and boxes, and even our customer service. In the future, we'll dig into the foundational changes (e.g., brand pillars, beliefs, positioning, etc.) that informed this new identity, so look out for even more updates as we introduce the new and improved Cheers.
So, without further ado, let’s dive in!
You've probably seen our new logo and color palette suddenly appear across social media and on our website (spoiler alert, see ⬆️). While those have been exciting changes, logos and colors are only the tip of the iceberg. When our rebrand adventure began, we took a holistic approach, working from the ground up to build a strategic foundation. That foundation gave us the confidence and clarity to analyze every aspect of the customer journey, finding ways we can improve your experience with us. That includes creating a unified identity, a scalable design system, and a mission that makes us all proud.
Above all else, we're committed to building a brand that stands for something. That pursuit toward a better future drives our decisions as a company, reaffirming our purpose of helping people like you responsibly enjoy alcohol on their own terms.
Along the way, we took inspiration from brands that we really loved. One of these was Southwest Airlines and their “heart”. For them, the heart embodies their mission of “treating people like people”. Not only is it expressed visually through their logo, but it's also woven into the customer experience. We wanted our business to be focused on “bringing people together” and celebrating alcohol’s magical ability to do just that. As you will see, that mantra permeates across every aspect of our brand, symbolizing our commitment to bringing people together.
Since the beginning of time (we’re not joking), alcohol has brought people together in every civilization. Fast forward to today, every culture celebrates social drinking with their “Cheers” equivalent. Moments like that are what the spirit of our company is about.
“Cheers” literally means “to health/happiness” in most languages. It’s associated with social, fun, and joyful activities, which is right where we want to be. Through both our products & our promotion of responsible drinking, we help enable alcohol to be part of a health-conscious lifestyle.
Unlike similar brands, we’re only (obsessively) focused on one thing: helping you responsibly enjoy alcohol without stigma and on your own terms. Whether you drink a little or a lot; wine or whiskey; at a bar or at home... we offer a system of products depending on the level of efficacy & convenience that you want.
Our new logo means business. It sports a more technical vibe to establish ourselves first and foremost as the leader in alcohol-related health space. We needed our logo to be versatile, so, we added different combinations of drinks “Cheers-ing” illustrating that Cheers works best in all circumstances and all walks of life.
Meet Blurple! Friendly, bold, engaging, and unique, these qualities all represent our new favorite color and the brand’s core values. Not only is it our brand’s signature color, it’s also the color of our signature product: Cheers Restore (more on that later). The other colors in our palette link to specific products, so think of each product as having its own mini-brand.
Think of our illustrations as the fun “ying” to our logo’s technical “yang”. Our suite of characters highlights unlikely pairings joining for a drink, illustrating alcohol’s magical way of connecting people from all walks of life. They’ll become integral pieces of our brand, promoting arguably the best part of alcohol: bringing people together.
Let's talk about function! As you know, our products reach optimal efficacy when taken at specific times, so it's important that we know that YOU know how to get the most out of Cheers. As we started preparing for the future (hooray, new products!), building a scalable system was among our first priorities. That said, our brand's iconography system is purely functional with each icon serving a specific purpose. It's a visual representation of how and when to take our products in a way that’s easy to understand and easy to remember (not to mention, color-coded 😍).
The act of saying “Cheers” is as universal as alcohol itself. No matter your language, it’s the outward expression of people joining together to enjoy the present, remember the past, and hope for the future. This sentiment is exactly what we want our products to support and our company to be about, so it’s integral that our brand celebrates those cultures and traditions.
If you haven’t already, you’ll start to see our spotlights on alcohol’s significance to countries around the world. It’s our love letter to different cultures, highlighting the ways alcohol brings people together, ultimately, illustrating that we’re not so different after all.
We’ve gotten to know you and the rest of our customers pretty well over the last few years. You’re an informed consumer who wants to feel proud about the brands you interact with, and you deserve to see exactly what’s in the products you use regularly. As part of our commitment to transparency, we'll never hide details that we would want to see as consumers ourselves.
Both our new jars and boxes are 100% recyclable and zero added cost to you. We're able to keep our packaging costs the same without increasing the cost of goods sold, so we can do our part to save the planet without costing you a dime.
Our products are led by science and meet the highest safety standards. From listing the exact amounts of each ingredient in our products (especially our most effective ingredients such as DHM!), down to explaining the science and benefits behind our product system, we are devoted to sharing our knowledge and continuing to be on the leading edge in our industry. Through continued rigorous research & clinical testing, we offer the most effective products on the market at the best price point, so you’ll never have to worry that there’s a better product at a better price.
As you’ll soon see, we implemented clear product packaging as a symbol of transparency that we strive for every day, so you know you’ve hitched your cart to the right horse.
If you haven't noticed by now, we're slightly (ok, very) obsessed with customer happiness. Whether you're a loyal customer (we see you, and appreciate you!) or you just happened to stumble onto this article (welcome!), we promise to provide service that exceeds expectations. That 5-star service is anchored by real-life friendly humans with a real knack for finding solutions. At the end of the day, our job is to make you happy, so if there’s ever anything we can do to improve your experience with us, we’re all ears!
Social media is one of our favorite ways of interacting with you, and we love when you share your excitement about our products with your friends and family. In fact, one of our biggest sources of new customers comes from word of mouth (e.g., friends telling friends) and we couldn't be more appreciative of you spreading the word. That's why we have and will continue to actively chat with you on social media. Any questions, comments, suggestions, or memes you share will be met with the same friendly gusto, so don't hesitate to start a conversation!
There are lots of exciting changes coming, and we can’t wait to share them with you every step of the way. We’re committed to making this rebrand more than just a pretty face, and we hope through our update, you will feel even more connected to us and our mission. We can’t stress enough how important our Cheers community is to us, so thank you for being the best customers we could ever ask for.
Until our next big announcement…Cheers!
— Dalia Steichen, Design Manager