Packaging Illustration
Holler
Packaging Illustration
Welcome to the vibrant new world of inclusive, alcohol-free beverages! This project is a fresh take on classic cocktails (minus the alcohol), designed for those who want to enjoy social drinking rituals without feeling left out. This project focuses on a lively, maximalist brand identity paired with eye-catching packaging, contrasting the familiar simplistic minimalist design of the non-alcoholic beverage market.
Programs Used
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
Overview
"Holler," was created to address the growing demand for high-quality, inclusive non-alcoholic mocktail options in social settings. With a focus on vibrant, maximalist illustration and creative packaging, "Holler" aims to provide reliable alternatives to classic cocktails such as the Manhattan, Blue Lagoon, and Moscow Mule, while helping non-drinkers and sober-curious individuals blend seamlessly into party environments. The project not only delivers visually striking can designs and playful branding, but also seeks to combat the social exclusion often experienced by non-drinkers, ensuring everyone can participate fully in social drinking rituals without compromising on taste, fun, or identity.
Project Objectives
Vibrant and Humorous
Maximalist
Illustrative Styles
The problem
Despite the importance of shared identity in creating a positive atmosphere, non-drinkers face challenges in party settings where drinking is prevalent. The largest issue to address is social exclusion, as many non-drinkers feel isolated and unable to fully participate is the social aspects of university life, experiencing more difficulties in forming friendships. Non-drinkers are also commonly designated as caretakers in social situations, inhibiting their right to enjoy the party atmosphere to the same level as those who drink. When it comes to the non-alcoholic beverage market, many brands lack integration with alcoholic companies, with noticeably “sober” marketing, which is counter-productive to creating inclusion in drinking spaces. To address these issues, the goal of the brand and illustrations was to mimic the beer/seltzer style marketing to create seamless crossover between alcoholic and non-alcoholic beverages, while also differing from the current minimalistic styles in the non-alcoholic market to cater towards sober-curious young adults whose energy mimics that of the party atmosphere.
The logo
Inspired by the loud atmosphere of social spaces and the care-free attitudes of regular drinkers, the Holler logo showcases a distorted, abstract face with a kooky expression and long, waving tongue. This logo reflects the experimentalist mindsets of sober-curious folks through abstraction of facial features and a hollering mouth that reflects the brands name. The wordmark was created using thick, organic letterforms with rounded edges to echo friendliness and a not-so-serious attitude. With the maximalist style and illustrative branding encompassed by the company, the logo is limited to both black and white variations, allowing it to be effortlessly placed with light or dark hues.
Illustrations
The Product
The Manhattan
The Manhattan mock-tail, with cranberry, orange, and cherry ingredients utilizes illustrations that are reflective of Manhattan, New York, such as a staple yellow taxi, Manhattan Bridge, and dynamic city scape. Saturated using a deep red-orange colour palette, these rich colours reflect the exclusive interiors of the New York City Manhattan Club, where the drink is rumoured to be created.
The Moscow Mule
The Moscow Mule packaging is a more experimentalist interpretation of the drink. A yellow-green colour palette reflects the ingredients of ginger beer and lime, while the illustration of a Mule in a striking position plays towards a more comedic adaption of the name. The dessert scene reflects the dry-spicy taste of the timeless classic.
The Blue Lagoon
The Blue Lagoon illustration is a literal interpretation of the drinks name. With tropical motifs reflecting
the citrusy flavours while the blue-green colour palette echoes the Curacao syrup used in its recipe and
tropical waters of its name. The splash mimics the shape of a hibiscus flower, commonly associated with
tropical locations. The secluded scene is an ode to the beverage - a hidden gem.
