Package Design, Branding, Advertising
Programs used: InDesign, Photoshop, Illustrator
Concept Rationale: Minimalist and modern looking brand that uses vintage and retro elements.
Constraints: Printed can and box packaging. The ability to include dozens of flavours. There was a need to incorporate at least two spots of colour on the primary label face that could be used to demarcate single and combination flavours.
Colour: The four primary colours are the brands visual identity as well as being their flagship flavours. This scheme is a retro tetrad of sorts and plays into the brands use of vintage and retro assets. These colours are all desaturated and darkened to create a theme for the brand to add new colours.
Typography: Futura is a timeless and classic geometric sans serif. Futura PT has both a future and a retro vibe, depending on the context it's used in and had a versatile array of weights for the brand.
The brand is future-proofed and able to add new flavours. As well, the use of two spots of colour on the label allows the brand to use the accent shape for the combination flavours such as "Strawberry Lemon". The overall look with a lot of negative space is similar to other popular brands in the mixed drink industry. The decision to use large graphic elements as flavour indicators while still maintaining a minimal look is what gives Distills a unique look.
Box Packaging: The box on the left is for single flavour twelve packs while the box on the right will be used for multiple flavour combinations. The box still maintains the minimal look with a large graphic element to indicate the flavour in the package.
Instagram Brand Identity: Twelve instagram square ads were created to showcase the brands use of retro and vintage imagery alongside clean modern aesthetics. This scheme prioritized the four primary brand colours of dark yellow, dark pastel purple, pastel pink, and light green but can be expanded to incorporate new flavours and colours. The images without retro styling are on trend currently and can help break up the visual weight of the heavily coloured images.
Story Campaign: This story campaign was designed for use on Instagram, Snapchat, and Tiktok story platforms.
Outdoor Ads: Bus stop shelter ads. These types of ads at bus stops are a popular and effective way to raise brand awareness for younger people who otherwise only accessed through digital touch points.
Images sourced from Unsplash, Pexels, Flickr Public Domain