2024
In this project case study, I will share my experience designing the brand identity and packaging for ready-to-drink canned cocktails.
The goal was to build a brand identity that is attractive, social and modern to appeal to the target demographic for the cocktails.
Process
Conducting initial research
The design process began by researching canned cocktail design conventions and analysing the leading products for my target customers. This involved visiting stores and conducting short interviews to gauge typical consumer opinion.
Producing the brand identity
Based on my market research, I produced sketches for the logo and can packaging, incorporating the information learnt from my initial analysis. For the sketches, I focused on using bold typography and simple but strong imagery to present the social and easy-going feel the brief required.
Integrating colour into the packaging
A significant element of my design process was producing the colour schemes for the different types of cocktails. My focus was on using colours that fit the respective drinks as well as being bright and contrasting to grab attention and capture the on-the-go feel.
Outcome
Final reviews with target customers revealed that the branding and packaging designs were successful in engaging customers and making them want to try the different cocktails.
A key factor in this success was the strong typography-led designs on the various types of packaging.
