DRY
Branding and Creative Copy
As a recent non-drinker, I wanted to conduct a research study/design project around non-alcoholic cocktails aimed to catch the attention of Gen X to Early Millennial demographics.
During my first year alcohol-free I realized two prominent things- that people frequently ask why non-drinkers aren't drinking and that alcohol alternatives lack personality and complete brand experience that many alcoholic drink branding offers.
Based on my research, my goal was to create a fun, full brand experience for Gen X to Early Millennial non-drinkers who are tired of people asking why they're not drinking.
Creative Direction:
I wanted sipping this drink to be a full experience. I not only wanted buyers to sip, but also wanted them to twist and turn the can in their hands, bring it close and far from their face. I wanted creative copyright that wasn't always direct. I wanted the buyer to think, feel, drink and enjoy.
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In order to do this, I included consistent themes such as text at various angles, lines to follow, and font size variation.
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As one of my main goals was to "fit in" with drinkers to distract from the "why aren't you drinking" question, I made the made focal point the cocktail name on the front of the can. The text that reads "non-alcoholic" is secondary and subtle.
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