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.
In order to do this, I included consistent themes such as text at various angles, lines to follow, and font size variation.
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.
