Dram
Beverage Branding
Dram is a fictionally crafted non-alcoholic beverage brand that presents two alternatives inspired by their alcoholic counterparts: aperitivo and digestivo. With increasing interest in sober living and a growing emphasis on health, Dram caters to this demographic by providing a choice for either a pre-dinner accompaniment or a post-dinner indulgence without the guilt.
Challenge: Formulate and develop a beverage branding package including logo, label, and packaging that conveys a look of longstanding legacy.
Sketches
Initial Thoughts
To find a suitable name, I narrowed it down to two options: Mode and Dram. Inspired by the Italian origins of digestivos and aperitivos, I aimed to stay authentic to this heritage and drew inspiration from vintage Italian advertisements characterized by simplistic shapes and single-word titles.
Early Ideations
I chose the name Dram for the brand, drawing on its historical association with measuring liquids, particularly in the context of alcohol. My aim was to cultivate a brand that exudes a sense of timeless familiarity, evoking the impression of decades-long presence despite being a modern concept.
Digital Drafts
Round One
During this phase of the design process, I began integrating subdued color palettes, initially combining them with a sans serif typeface to blend elements of the past and present. Within the lettermark, I included a depiction of a bar measuring cup, commonly known as a jigger, which typically accommodates 1.5 ounces on one side and .75 ounces on the other. In my label concepts I also included tertiary shapes to represent liquid, ice, and a glass.
Round Two
In this iteration, I acted upon received feedback to streamline the multitude of typefaces utilized in earlier versions. Additionally, I opted to simplify the logo and lettermark designs, pivoting towards a more straightforward approach.
Round Three
In this round, I chose to omit the tertiary shapes as they did not contribute to the overall design and led to confusion in peer feedback. Additionally, I opted to employ distinct color schemes for each design to differentiate between the two flavors. Lastly, I used the barcode to mimic the shape within the lettermark.
Final Design
Reflection
During this process, I acquired valuable insights into crafting bottle labels and developed a deeper admiration for packaging design. As I move forward with this project, I would like to expand on advertising components and explore the realm of branded merchandise, a common practice among alcohol companies.