My client were looking to create a new alcohol shot brand from scratch. They wanted a product that was ‘summery’ and enjoyable that didn’t conjure up images of irresponsible drinking.

Branding strategy, naming, logo, packaging design, messaging, e-commerce web concept.

The market for shot drinks was already flooded with names that remind people of exactly what they’re drinking. I was drawn to the brief to create something ‘summery’ and as the brand was based in California, I didn’t have to think for long.

There’s not much explaining required here. I went all in on California sunshine, inspired by some of the iconic graphics work created over the years.

Inspired by the font used in the inspiration image, I sought to create a relaxed and distinctive logo that could be used across all color options.

I used the distinctive flavor profile colors to distinguish between the cap covers and shot glass labels.

For the box packaging I knew these would typically be sold in a large liquor store so I made it very simple for consumers to see what was inside. I also took the opportunity to color three sides of the box differently so they can be stacked in stores to display the different flavors as shown below.