We decided to introduce a new product into the alcohol market. Our goal was to fill the need for a mixed drink that appealed to our demographic of social people in their early 20s. With that, we wanted to create a brand identity through our can design and language used to describe the product that marketed itself to those consumers who take themselves seriously but not too seriously, work hard, and want to have fun.
We started with the problem. When looking at our own life, our habits, and our friends’ needs around us, we found an opportunity to explore and research the alcohol industry. We started by talking about what we wished we had and what was missing. We came up with what we didn’t like about the now, bad tasting drinks, not knowing how much alcohol was actually in the drink, and drinks going out of style/getting sick of the flavors quickly. With those flaws in mind, we started ideating a product that would appeal to us and those right out of college. We came up with a two-part alcohol and mixer drink where you would twist a defined amount of alcohol into the mixer, shake it up, and drink it from the can. We then worked on the brand identity and came up with “Suit Up.” The top of the can (the hard alcohol part) is a bowtie, creating the sleek and classy identity of a suit. Our flavors of lime, citrus, raspberry, and pineapple can be mixed and matched with the hard alcohols of tequila, vodka, and rum. When buying Suit Ups, we made our system available to choose which flavors you wanted and mix and match the options. Lastly, our brand identity came together with the language used on the packaging. "LOOKING GOOD: A good suit may not make you CEO, but it sure does make you feel like one. You are just a twist, shake, and sip away from leaving the work week behind. Suit Up, kick back, and get ready for a great time".
The project was a success in that it appealed to our target audience, was an innovative yet realistic idea, and had a competitive edge. The client's response was positive. They thought that the idea was very marketable and worked well with the target audience. They could see the real value of having a mix-and-match product system that allowed them to choose the product based on their personal preferences, which other systems in the market have not done yet. The physical can design also appealed to the clients because of the uniform yet unique matte labeling and sleek metal exposure, as well as the typography choices. Overall the client's response was positive.